AMC/IMAX brings new life to Edinburg theater Whether it’s a film in the “Fast and the Furious” franchise or the widely awaited “Wonder Woman,” there’s something about a giant screen that makes the movie that much more exciting. In the case of movies, bigger is definitely better — at least to IMAX standards.
Awe-inspiring images, heart-pounding audio and a floor-to-ceiling, wall-to-wall screen are just a few of the elements local moviegoers can enjoy visiting the newly established IMAX theatre inside the former Carmike theater in Edinburg. AMC bought Carmike 20 shortly after the construction of the IMAX theatre in December of last year.
“AMC didn’t own the Carmike theater when the decision was made to build the IMAX theatre, but it’s a premium experience that people just wanted,” Ryan Noonan, spokesperson for AMC said. “Whenever there’s an opportunity to deliver this experience, that’s something we love to do.”
With over 180 IMAX and AMC theaters throughout the United States, Noonan said there is success no matter the market.
“AMC and IMAX have been close partners for over a decade now and IMAX is becoming more prevalent around the country,” he said. “Whenever you think about a big blockbuster movie, people want to go see it at the IMAX for that immersive experience.”
That “immersive experience” includes precise speaker orientation, customized optics, rumbling bass acoustics and remote monitoring to help make the guest feel as if they’re experience the film in real-time. The IMAX format remains unique in that it has the capacity to record and project images of greater size and resolution than standard film components.
“AMC is the largest exhibitor of IMAX throughout the United States,” Noonan said. “AMC along has over 600 theatres which all operate on local levels. We continue to push the envelope whenever possible and we’re always looking for new ways to bring exciting experiences to guests.”
AMC Edinburg 18 (formerly Carmike 20) offers luxury recliners, reserved seating options and the MacGuffins Bar where guests 21 and over can enjoy an assortment of wine, cocktails or local and craft beers. A new, extended menu called AMC Feature Fare will roll out in mid-June featuring chicken and waffle sandwiches, four flavors of stone-fired flatbread pizzas, gourmet popcorn and cheeseburger sliders, among other items.
Economically speaking, the new theatre has created more traffic to the area, said Edinburg Mayor Richard Garcia.
“It’s too early to give you hard verifiable numbers, (but) visually we have seen a boost in traffic at the facility,” Garcia said. “It’s a completely new venue for the community and the new IMAX facility has been very well received.”
According to Garcia, the IMAX is just the beginning of economic development in Edinburg as plans are currently underway for more growth in the area.
“The IMAX is just one more destination venture for the RGV,” he said. “We are very excited about it and think it’s one of many more venues occurring along I69 Central. The RGV is a great place to invest.”
Starting today, AMC Edinburg 18 will feature “Wonder Woman” starring Gal Gadot on the IMAX screen with show times at noon, 3:15, 6:30 and 9:45 p.m. Future IMAX screening will be “The Mummy” featuring Tom Cruise on June 9.
For ticket prices and show time information, call (956) 380-2032 or visit amctheatres.com.
www.themonitor.com/entertainment/article_fd35d782-47ba-11e7-9c8d-f33362214519.html