Cinemark premieres Imax rival at Tucson multiplex

Inside Tucson Business reports:

An “Extreme Digital Cinema” theater — think Imax — opened at Century Park Place 20 last week giving local moviegoers the market’s first large-screen format. Tucson is one of 14 cities, and the only one in Arizona, where Cinemark is introducing what it’s calling XD technology.

The theater, at 5870 E. Broadway in Park Place Mall, features a floor-to-ceiling, 72-foot wide screen and more than 30 speakers pumping customized digital surround sound. The standard seats also were replaced with 300 specially made leather chairs, part of an effort to create the “maximum comfort environment.”

“The Cinemark XD auditorium offers an environment that engages all of your senses and pulls you into the movie,” said Cinemark CEO Alan Stock. Unlike Imax, movies shown in Cinemark XD don’t require reformatting for the super-screen allowing the theater to rotate screenings of multiple attractions for audiences. The Tucson theater opened at midnight Nov. 19 with the premiere of the vampire-drama “The Twilight Saga: New Moon.” It will also screen “Disney’s A Christmas Carol” in 3D through the holiday season.

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