"With Christopher Nolan's "The Odyssey" on the horizon, Phoenix Theatres is now looking to put in its own 70mm projector at one of its nine locations. Already the theater being converted has newly-added heated recliners, a black box aesthetic, and waterfall curtains, all to make the experience for that very movie and others beyond it unique in the region. "You're offering something that's really extremely unusual. And also, I think it's sought after by a younger clientele who's intensely interested," Hohman told IndieWire."
"It's no surprise that for some of these event titles, seeing it in the best format possible isn't just the best way, it's the only way. IMAX and Premium Large Format screens, or PLFs, account for only a fraction of the total theaters in the country, but can often drive a significant portion of the box office revenue on a given movie. It's grown a lot since COVID, when many exhibitors took advantage of dark, empty theaters to do some much-needed renovations."
Film fans frequently travel long distances to see movies in unique formats, sometimes driving hundreds of miles to view 70mm presentations. Options for premium-film screenings are limited in many regions, forcing viewers to travel to specialty venues like the Music Box in Chicago. Phoenix Theatres plans to install a 70mm projector at one location and has added heated recliners, a black box aesthetic, and waterfall curtains to enhance event screenings. Premium Large Format screens and IMAX represent a small share of theaters but can generate a significant portion of box office revenue. PLF capacity expanded after COVID as exhibitors renovated, and competition for those screens can be intense.
Read at IndieWire
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