Pasadena Star-News: Firm, city have high hopes for Alhambra’s new IMAX Theater

The Pasadena Star-News profiles the newly opened digital IMAX theater at Alhambra’s Edwards Renaissance Stadium 14:

Photo: People by tickets at the Alhambra Renaissance 14, which recently opened an Imax Theatre, Friday night, November 6, 2009 in Alhambra. (SGVN/Staff Photo by Sarah Reingewirtz)

A new IMAX theater is banking that bigger is better for moviegoers in Alhambra.

The Edwards Renaissance Stadium 14 in Alhambra opened a newly converted, 365-seat IMAX auditorium Oct. 30 – just in time for two of the format’s biggest releases of the year, “A Christmas Carol 3D,” which opened Friday, and James Cameron’s “Avatar,” due out Dec. 18.

“In selecting IMAX locations, we look for high-performing successful theatres that have a loyal audience…which our Alhambra location has,” said Richard Grover, marketing director for Regal Entertainment Group, which operates the Edwards brand.

IMAX screens are several times larger than normal movie theater screens. To convert an auditorium, the first several rows of seats are removed, a new sound system is installed, and the screen is switched out for a larger and slightly curved replacement.

Since opening in 2002, the Renaissance 14 has been successful in drawing visitors to the busy intersection of Main Street and Garfield Avenue, Mayor Steven Placido said.

“I think that corner is one of the centerpieces in town,” Placido said. “Many people come to see a movie and have dinner, and it vitalizes our downtown.”

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