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Monday, June 22, 2009

New IMAX theater opens at Firewheel in Garland this week

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Megan Fox and Shia LaBeouf at the London premiere of <em>Transformers: Revenge of the Fallen</em> at the Odeon Leicester Square, June 15, 2009

Tim Whitby, 2009 for Getty Images

Megan Fox and Shia LaBeouf at the London premiere of Transformers: Revenge of the Fallen at the Odeon Leicester Square, June 15, 2009

There's a new IMAX venue opening at AMC Firewheel 18 this week, just in time for the premiere of Michael Bay's follow-up to his hugely successful, extremely loud, and totally unsubtle 2007 blockbuster, Transformers.

The new movie is called Transformers: Revenge of the Fallen, in which Sia LaBeouf and (more importantly) Megan Fox get to reprise their roles as Sam and Mikaela, while a new (and returning) crop of giant mega-bots threaten both civilization and (perhaps) good taste.

With a run-time of 150 minutes, it may also prove a challenge to the bladder control of all those who consumed Big Gulps before the show. (Or even Small Gulps.) More on this story coming Wednesday -- I'm screening the movie myself this evening, and plan on cutting back my liquid intake well ahead of time.

As for the IMAX experience, here's the full PR blurb:

Dallas – June 15, 2009 – AMC Entertainment Inc. (AMC), a leading theatrical exhibition and entertainment company, announces today that guests visiting AMC Firewheel 18 can now enjoy The IMAX Experience® from IMAX Corporation (NASDAQ: IMAX; TSX: IMX).

The IMAX Experience combines crystal-clear images, powerful digital sound and customized theatre geometry – through the modification of an existing auditorium – to create a uniquely immersive movie experience. The field of view is maximized by installing a new screen that is slightly curved and positioned closer to the audience by removing seats, resulting in superior angles and sight lines for guests.

IMAX’s digital projection system combines two digital projectors with IMAX’s proprietary image enhancer and custom lenses to create an image with greater clarity, brightness and contrast. The images on screen are complemented with IMAX’s latest sound system, which features its proprietary loudspeaker technology and uncompressed digital sound. This system has ten times more dynamic range, cuts down on distortion and provides a sound quality that feels more immersive, especially with added acoustic paneling that absorbs sound and removes echo.

The addition of IMAX at AMC Firewheel 18 builds upon decades of AMC offering the best and broadest menu of entertainment choices for guests seeking an unparalleled experience. Guests at AMC Firewheel 18 will take in the world’s most immersive cinematic experience when “Transformers: Revenge of the Fallen” opens on June 24. The movie has been digitally re-mastered into IMAX’s format exclusively for presentation in the IMAX auditorium. In addition to IMAX-formatted movies, AMC delivers other types of entertainment to guests, including live and pre-recorded alternative content events.

The IMAX® theatre at AMC Firewheel 18 will feature IMAX’s digital projection system and exhibit Hollywood’s biggest movies that have been digitally re-mastered into IMAX’s format.

Upcoming Hollywood movies to be released in IMAX’s format include: “Harry Potter and the Half-Blood Prince” (Summer, 2009); “Disney’s A Christmas Carol” (Nov. 6); “Avatar” (Dec. 18); “Alice in Wonderland” (March 5, 2010) “How to Train Your Dragon” (March 26, 2010) and “Shrek Goes Fourth” (May 21, 2010).

The combination of IMAX’s revolutionary digital projection system, customized theatre geometry, specially designed screen and powerful digital audio system with AMC’s guest service and innovative products and amenities will make AMC Firewheel 18 the No. 1 destination for entertainment. The new IMAX theatre maximizes the experience for guests so they feel as if they are IN the movie they are watching.

The opening of the IMAX theatre at AMC Firewheel 18 is part of a joint-venture agreement by AMC and IMAX to install 100 IMAX digital projection systems at AMC locations in 33 major U.S. markets through 2010



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  • Anonymous

Wow! Does anyone even go to Firewheel anymore?

Jon Ostrowski Verified

5 months ago
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If this is anything like the IMAX at the AMC Mesquite, I wouldn't bother with it. It is just a glorified standard theater room. The IMAX at the Cinemark 17 is an actual IMAX, and I can almost justify the extra cost of the ticket to see a movie on that screen.

Ted Howard Verified

5 months ago
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