AMC Theaters has announced a new way for movie goers to experience films on the big screen with the AMC Enhanced Theatre Experience (ETX).
This new movie-going experience will have:
- 20% larger screens
- An upgraded sound system
- 3D technology
- Digital projection
- 12 audio channels with 50,000 watts of power
ETX will debut in the United States on March 5th at the AMC Theatre at Downtown Disney in the Walt Disney World Resort.
John McDonald, the Executive Vice President of U.S. Operations for AMC Theaters said: “We are proud to launch our new ETX concept for the first time in the United States at AMC Pleasure Island 24. We truly believe this premier location at Downtown Disney deserves the absolute best entertainment experience AMC can offer, and ETX is the cornerstone of that experience. With the upgraded screen and sound system, in addition to the premium viewing experience digital cinema offers, we believe our guests at AMC Pleasure Island 24 will walk away with a new perception of how movies should be delivered.”
The first movie that will get the ETX experience is Walt Disney Pictures “Alice In Wonderland,” which premieres on March 5, 2010.
Movies shown in the ETX auditoriums will cost $2 more, while 3D films shown in the auditorium will cost $4 more.
Source: AMC Theatre
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ETX price of Movies shown in the ETX auditoriums of $2 more, while 3D films shown in the auditorium will cost $4 more is WRONG. I went to Burbank 16 theatre yesterday, Saturday March 27 and the theatre was charging $4 for 3D and $5 for ETX. The ETX price was not listed in the movie listings, nor was ETX mentioned there either. When my friends and I got to the theater we were shocked when we were hit with a $5 non-optional charge for ETX. Needless to say, we didn’t purchase the tickets and were annoyed that we waited in line to boot.
I think ETX should be included as a standard feature and not as an additional charge. I was looking forward to seeing the 3D movie and already have my 3D glasses from another 3D movie I saw before. I am on a limited income, as well as my friends so paying more than $11 for a movie is outrageous.
I believe that ETX is nothing more than another money making scheme by the movie industry and probably thought up of by some greedy Republican in a cushy corner office somewhere.
Hi Matt,
You’re right that ETX feature should be charged around $11. However, I would like to point out the fact that at this time of reading there are only 3 AMC ETX theaters in the world – Disney World in Florida, Century City 15 and Burbank 16 in LA. And ETX sound system’s installation costs four to five time more than the cost of a typical theater’s sound system without charging 4 time the ticket! In fact, I paid $10.50 ($7.50 at Costco + $3.00 for ETX) at AMC Century City 15.
I personally believe AMC has delivering its promise in awesome sounding! I watched Iron Man 2 at Century 15 on Friday … the voice of is clearly heard and above all is emotionally felt from whispering to screaming. The sound in action sequences – racing cars, fighting robots – keeps my pant off the seat and disrupts my heart rhythm! and so is the moviegoers … they couldn’t hold back their screams of support for the superhero and giggle at silly comments. And I saw people were rocking in their chairs while listening to musics at the end of movie. Yes, the good sounding movie has made people participating in watching movie. Just give ETX theater a try and tell us your experience.
Only the rich can afford going to the movies now a days…I haven’t gone in over a year.
Hung,
Actually when your response to matt was published, there is and has been for a few years already, an AMC theater in montreal canada.
I have no idea how ETX is compared to THX standards, but if it is equal to, or greater, paying 2 dollars is nothing to see a film as it was intended, with high quality audio and projection. Understand that if ETX is of THX standards, these theaters are no cheap to build at all. They can’t just be upgraded, it has to be built that way. There can be no sound in there except for the sound from the movie. Sound from vents, projector surrounding theaters, and the activity outside is a no-no. Even at 5 dollars extra, it is well worth it if you are there for something more than just a casual view.
It isn’t fair to ask other people to compromise their theater experience so you can get in dirt cheap. 3D is a fairly cheap thing to add, ETX/THX is not cheap at all. Even now, only around 150 of these are in the US.