WPCNR SCREEN GEMS. By John F. Bailey. With National Amusements. August 9, 2004, UPDATED 11:45 P.M. E.D.T.:  IMAX cinema magic will be coming to the City Center Cinema de Lux in November and is expected to premier with the showing of The Polar Express. Construction on the new state-of-the-art theatre will begin shortly at Cinema de Lux and is planned to open in November, 2004 according to National Amusements. Details of where the theatre will be located in the City Center have not  been disclosed, though a National Amusements spokesperson is saying no new construction is involved.

 The news came in a national press release announcing that  IMAX Corporation and National Amusements Inc.,  have completed a  multiple theatre deal to install as many as 18 IMAX® theatre systems over the next several years, including an IMAX MP theatre system at White Plains own Cinema de Lux.

City Hall was unaware of the deal when called at 10 this morning. 

Cappelli Enterprises, owners of the City Center were contacted for details. Bruce Berg, Vice President of Cappelli Enterprises speaking to WPCNR said it was "an unsubtantiated rumor, we're not talking to them. "

Jennifer McGuire Hansen, spokesperson for National Amusements in a message to WPCNR confirmed the addition of IMAX to the City Center de Lux. She said the De Lux is being equipped with the technology "to view new IMAX first run films,  it is not a new IMAX auditorium.  it is IMAX technology that will enable patrons to view new IMAX first run films using IMAX technology. It's pretty neat and White Plains is one of 4 new locations we announced.  I wanted to make that distinction. It is not calling for new construction. "

A spokesman for IMAX in New York told WPCNR in an interview that the new theatre will house a screen 70 x 40 feet, and will be "retrofitted"  into one of the existing Cinema de Lux theatres at a cost of $1.4 Million. The spokesperson said the White Plains IMAX would be ready to  premier the new IMAX 2004 holiday extravaganza, The Polar Express, and would feature multichannel digital sound and be capable of showing new general theatre pictures that are being released in the IMAX format.

IMAX currently operates a IMAX MPX theatre in New Roc City, the development formerly owned by Cappelli Enterprises in New Rochelle.

 Under the specific terms of the deal, National Amusements will install 4 IMAX MPX® theatre systems in 2004 and 2 additional systems in 2005 or 2006. As part of the deal, the parties reached agreement on terms under which National Amusements may purchase up to 12 additional systems, predominantly in the United Kingdom, beginning next year, as an integral part of National Amusements’ development plans in that market. National Amusements currently operates the IMAX Theatre at The Bridge Cinema de Lux at The Promenade at Howard Hughes Center in West Los Angeles.

The deal signals an important milestone for IMAX in the implementation of its commercial theatre growth strategy, which uses the combination of its proprietary IMAX DMR® (Digital Re-Mastering) technology to bring major Hollywood event films to the IMAX theatre network, and the IMAX MPX theatre system technology to drive signings and installations.

The first four IMAX theatres will be located at City Center 15: Cinema de Lux in White Plains, New York; Showcase Cinemas Buckland Hills, near Hartford, Connecticut; Showcase Cinemas Stonybrook, in Louisville, Kentucky; and Showcase Cinemas Springdale, near Cincinnati, Ohio, and are expected to open in November 2004, in time for the IMAX® 3D release of the Warner Bros. Pictures holiday film The Polar Express. The specific locations for the 2005-6 installations have not yet been determined, however, one of the theatres is likely to be located in the United Kingdom. All 18 potential IMAX theatres will utilize the revolutionary new IMAX MPX technology, which was designed specifically for multiplex operators, enabling them to add an IMAX theatre to a new or existing multiplex in a more cost effective and timely manner.

“National Amusements is committed to providing our patrons the ultimate movie going experience. We are excited to be partnering with IMAX and feel that its new DMR technology is consistent with a number of things we are working on throughout our circuit. Our new Cinema de Lux brand, our focus on alternative entertainment and this new IMAX technology we are now introducing will ensure that our patrons have an entertainment experience that is unrivalled elsewhere,” stated Shari E. Redstone, president, National Amusements, Inc.

“We are extremely pleased to expand our relationship with National Amusements, one of the most forward-looking exhibitors in the world,” said IMAX’s Co-Chairmen and Co-CEO’s, Richard L. Gelfond and Bradley J. Wechsler. “This multiple theatre commitment from National Amusements confirms our belief in the potential of IMAX theatres in commercial multiplexes and further advances our commercial strategy. The strong interest from National Amusements and other top multiplex theatre operators should help us attract even more digitally re-mastered Hollywood event films, which, in turn, can help us grow the IMAX network around the world.”