Mega mall welcomes mega theatre
Posted Nov 5, 2010 02:55:05 PM.
This article is more than 5 years old.
Empire Theatres is opening a new complex at the Ira Needles mega mall in Waterloo. The 10-screen theatre is part of “The Boardwalk” development started earlier this year at Ira Needles and University Avenue.
The 41,000 square foot facility also features first-of-its-kind technology called “Empire Extra,” which will provide guests with a heightened sensory experience in a special auditorium designed to offer dynamic sound, screen and seat quality.
“What our guests will notice is the massive size of the screen and the enhanced sound system is second to none. It’s really quite remarkable,” boasted Dean Leland, Vice-President, Studio Relations and Media, during an interview with 570 News. “(Empire Extra also features) big, comfy rocker seats that are just amazing.”
Empire Extra also offers reserved seating but it comes at a price. The cost to attend a movie in the state-of-the-art auditorium is $2 more than a regular priced feature.
Leland is not concerned that the additional cost will dampen enthusiasm for the movie going experience, something he said weathered the recessionary storm rather well.
“Record attendance in 2009 and chugging along quite well in 2010, with some great prospects for 2011,” Leland notes.
The first phase of the The Boardwalk development includes Empire Theatres, Walmart, and Lowe’s. The second phase will include banks and restaurants.
This is the largest multi-use development in the region and will be under construction for many years.
The theatre officially opens tonight at 6.
