by Chris Austin

Caustin908@my.madonna.edu

Viewers can now experience Hollywood’s biggest productions in crystal-clear definition at AMC Livonia 20 through their brand new, state-of-the-art IMAX digital projection system.

The IMAX Experience offers superb image quality, powerful digital sound and customized theatre geometry to create a visually stunning experience for IMAX audiences. 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. Images also have ten times more dynamic range than a normal movie projection.

“IMAX theatres deliver the world’s most immersive movie experience,” said Jackson Myers, Director of Corporate Communications for the IMAX Corporation. “In an IMAX theatre, you feel like you are in the movie.”

The IMAX theatre at AMC Livonia 20 has been custom-designed for multiplexes. For the maximum effect in a smaller auditorium, the screen was replaced with a larger, slightly curved and specially treated IMAX screen that will be positioned closer to the audience. Spectators will also experience IMAX’s latest sound system, which features proprietary loudspeaker technology and uncompressed digital sound. Added acoustic paneling helps absorb sound and remove echoes from the theatre.

“The combination of crystal-clear images, powerful digital sound and patented immersive theatre geometry create a movie experience that cannot be replicated anywhere else,” said Myers. “Guests know they are in for a special treat from the moment the trailers begin.”

The first movie to be featured in IMAX at AMC Livonia 20 was “Where the Wild Things Are,” which was released nation-wide on Oct. 16. The movie was digitally re-mastered into IMAX’s format exclusively for presentation at the IMAX auditorium. Michael Jackson’s THIS IS IT was also shown in IMAX format.

Upcoming releases such as “Disney’s A Christmas Carol” and  “Avatar,” as well as 2010 releases “Alice in Wonderland” and “Shrek Goes Fourth” will also be available in the IMAX format.

“Major Hollywood studios are releasing more blockbuster movies in IMAX than ever before, and that is driving consumer demand for The IMAX Experience,” said Myers.

In partnership with the IMAX Corporation, AMC Entertainment Inc. plans to install 100 digital projection systems at AMC locations in 33 major markets across the nation through 2010.

“We already had several (IMAX) theatres open with AMC. Based on the success with those initial locations, and the development of our digital projection system, we entered into a 100 theatre joint venture partnership,” said Myers. “Our new digital projection system eliminated the need for expensive film prints, which significantly lowered the operating cost of an IMAX theatre, making a partnership like this possible.”

Show times and prices for movies at AMC Livonia 20 can be found at www.amcentertainment.com.

 

IMAX Experience now showing at AMC Livonia 20

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