Temple, TX –Attention movie-lovers in Temple, Killeen, Harker Heights, Copperas Cove, Waco, Gatesville, Salado and the entire Central Texas area . . . movie-going just went to a new extreme level with the opening of area’s one and only IMAX® Theatre at Temple Mall, the only IMAX® between Austin and Dallas!
It’s a wrap on eight months of construction; today the massive new IMAX® structure stands tall high above the Temple Mall roofline on State Highway 36 at 31st St. right across from Scott and White Medical Center.
“It’s definitely unmistakable,” says Cindy Palmer who transferred in from Orlando, FL back to Texas to become Premiere’s new IMAX® Director. ”In today’s world, IMAX stands alone as the ultimate movie experience, there’s really not anything else like it out there. It’s also amazing to have it right here in Temple, we’re excited about what it means to the community.”
Big Spring, Texas based Premiere Cinema Corp. and the IMAX® Corporation (Nasdaq: IMAX, TSX: IMX) worked closely with the Temple Mall and City Officials to bring IMAX® to Temple and in the process create a desirable new destination attraction. Built inside a new structure measuring approximately 97’ x 75’ x 6 stories tall, the wide-body auditorium features one of the largest movie screens in Texas, so big in fact it takes ten riggers almost a full day just to pull the screen into place. The IMAX® theatre was engineered to exacting specifications with extra attention given to visibility, comfort and acoustics. It features some 350 leather reclining chairs with retractable armrests with extended legroom between rows for extra comfort.
All the effort is definitely worth it according to Premiere Vice President, Joel Davis. ”Seeing a movie in IMAX definitely spoils you,” he says. “It takes the movie presentation to a whole new level in terms of not only size, but brightness, clarity and audio as well”.
The only way to see a movie in IMAX® is at an actual IMAX® theatre. IMAX® movies are digitally-remastered using proprietary DMR® technology, a painstaking process which enhances every frame of the movie frame-by-frame from start-to-finish, sharpening the image quality, color contrast, and audio. In Temple, two of Premiere’s existing auditoriums were demolished to make way for IMAX®, which now operates with 15 auditoriums within the Temple Mall.
IMAX President Mark Welton weighed in on the importance of the new IMAX® in Temple. “Premiere Cinemas is such a valued partner, we’re very excited about bringing this new IMAX to Central Texas. IMAX delivers an unforgettable immersive entertainment experience that transports audiences into the action of Hollywood’s biggest blockbusters, redefining movie-watching.”
IMAX® has indeed emerged as one of the world’s most recognized brands with approximately 800 theatres in over 50 countries. Originally known for its huge curved screens and nature documentaries, IMAX® has become one of Hollywood’s most important partners since it began digitally re-mastering major motion pictures into enhanced formats capable of being presented to audiences on the world’s largest screens, with improved clarity, brightness and sound. “When you see a movie in IMAX, you know it’s the real deal,” said Davis. “It changes people’s movie habits in a market, they’ll easily drive thirty miles or more just to see a movie in IMAX rather than accept an imitation brand. It’s movie-magic at its most-defined.”
Premiere CEO Gary Moore who negotiated the deal to bring IMAX® to Temple acknowledged his company’s gratitude to area residents who he says have supported Premiere incredibly since opening in Temple. “Our customers are the best and we’re thrilled to give them back the best. We view this as an investment in Central Texas which should enhance lifestyles and be a stimulus to the local economy.” Temple is the fourth Texas IMAX® Moore has added to his Premiere Cinema chain of theatres.
Premiere is inviting the public out to experience a free IMAX® movie all day Wednesday July 23rd, as the ground-breaking “Space Station 3D-IMAX Experience” is showing all day with show times at 11:00 am, 12:15, 1:30, 2:45 4:00, 5:15, 6:30, 7:45, 9:00 and 10:15 pm. Tickets are free to the public and must be picked up at the box office at or within an hour before the designated show time. Then on Thursday evening July 24th, the action heats up as the IMAX® officially opens with the world premiere of the new adventure “Hercules” in IMAX®-3D. And Disney’s much-anticipated “Guardians of the Galaxy” opens at the IMAX® July 31st. Show times and tickets are available at www.pccmovies.com.
In addition to IMAX®, Premiere Cinema is bringing back its popular D-BOX® motion seating, where the seats actually move with the movie like a thrill ride putting guests in the middle of the action. The D-BOX® were taken out of commission during the IMAX® construction but go back live simultaneously to the IMAX opening.
Premiere also added a full service Starbucks® in its lobby along with chic new beer and wine service to theatre-goers and shoppers of legal age to enjoy on their visits to the Mall.