Mall theater installs new IMAX screen - KCBD NewsChannel 11 Lubbock

Mall theater installs new IMAX screen

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Premiere Cinemas Movie Theater installed its IMAX screen Tuesday. The screen itself is 70 ft. wide by 39 foot 3 inches tall and weighed 1,000 pounds. In total it took 10 men about 30 minutes to hang, with all the final odds and ends being tied down at the end of the day.

When the theater is completed it will have a total of 16 viewing rooms, one of those being the IMAX screen, 3500 seats and amongst those, special chairs called D-Box seats.

"We actually call D-Box the fourth dimension which actually interacts with the movie," said Rudy Leal, Director of Premiere Cinemas. "At certain scenes of the movie where a plane is flying, you kind of feel like you're flying along with it."

Premiere Cinemas, in partnership with the Noret family, has a trademark on D-Box seats in Lubbock, meaning no other movie theater in the city is allowed to have the technology.

Shelly Noret Schebler, the granddaughter of founder Skeet Noret, has tried the D-Box theater seats and loves them, "It's not jerky at all. It's very smooth and you get to feel like you're a part of the movie."

Two new restaurants will sit in the middle of the theater complex. One called the mezzanine will serve food and drinks and can be reserved for private parties if booked in advance. The other called "The Scene" will be more of a sit down restaurant where people can eat before watching a show.

Along with the restaurants Premiere Cinemas will have chicken tenders, burgers and gourmet pizza. They will also serve alcoholic beverages such as beer, wine and margaritas and all of the food and drink options can be consumed inside the theater.

Ticket prices are expected to be competitive but Leal said an extra fee will be applied for special viewing experiences such as IMAX, D-Box seats and 3-D. Opening is tentatively scheduled for August 16, 2012.

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