Red Deer will officially become an UltraAVX community on Friday.
Movie enthusiasts will recognize the UltraAVX name as Cineplex Inc.’s premiere offering, with its sharpest picture, crispest sound and most comfortable seating. It was rolled out in a handful of Canadian theatres in 2010, and has since spread to about 60 locations.
“They’ve been hugely popular,” said Mike Langdon, director of communications with Cineplex.
Galaxy Cinemas Red Deer in Gasoline Alley will join the list of UltraAVX theatres with its screening of the film Chappie, tomorrow. The newly equipped 270-seat auditorium is returning to action after a period of extensive renovations.
“Typically a conversion takes a couple months, and it’s quite comprehensive,” said Langdon.
Among the changes is the addition of a new ultra-high definition projection system and Dolby Atmos surround sound. The screen has also been expanded, and now stretches from wall to wall.
The seats in the auditorium are high-backed, finished in synthetic leather and recline slightly, added Langdon. And they can be reserved in advance.
“It’s the part of this experience that people like the most,” he said of the UltraAVX booking system, which allows customers to select their seats online or at the theatre days in advance.
“It eliminates the last-minute rush.”
Tickets for movies in the UltraAVX auditorium cost $3 more than for those in the conventional auditoriums, and $5 more in the case of 3D films. But the UltraAVX movies are still the first to sell out, said Langdon.
Galaxy Cinemas Red Deer has 11 auditoriums, with its new UltraAVX room the largest.
Based in Toronto, Cineplex operates 160 theatres with 1,638 screens in Canada.
Its brands include Cineplex Odeon, SilverCity, Galaxy Cinemas, Scotiabank Theatres, Cineplex Cinemas and Cineplex VIP Cinemas presented by Scotiabank.
The company also owns and operates the UltraAVX, Poptopia and Outtakes brands.