Staff Writer
The IMAX experience will be available in Augusta starting Friday with the opening of an IMAX theater at the Augusta Regal Exchange 20.
The first film screened will be the animated comedy Madagascar: Escape 2 Africa .
IMAX theaters have traditionally used extremely large screens and complex surround sound audio systems to present an immersive film experience. The Augusta IMAX is a retrofit of one of the multiplex's existing theaters and will feature a smaller screen, but the experience will be the same as in large IMAX theaters, according to Jackson Myers, a spokesman for Toronto-based IMAX Corp.
"What we do is bring the screen closer to the audience, use our new digital projection and surround sound systems and acoustically treat the walls," he said.
Russ Nunley, the vice president of marketing and communications for Regal Entertainment Group, said the geometry of the theater offers the same experience in a much smaller space.
"It's really about how much of the screen is in the field of vision," he said.
IMAX Corp. and Regal Entertainment Group in March announced a partnership that would bring 31 new IMAX facilities to 20 markets. The Augusta IMAX is one of six opening this week.
Augusta is one of the smaller markets chosen for the upgrade. Mr. Nunley said Regal Exchange was selected because it has been financially successful and it made geographical sense. The closest IMAX facility showing studio fare such as Madagascar is at the Mall of Georgia in Buford, Ga., approximately 170 miles away.
Patrons can expect to pay more for IMAX screenings. Tickets for the IMAX Madagascar cost $13 for adults and $10 for children, compared with $9.50 for adults and $6 for children for a traditional screening.
Mr. Nunley said Regal sees IMAX as a premium movie-going experience, similar to digital 3-D presentations such as Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour .
Recent films released in IMAX format include The Dark Night , Speed Racer and Eagle Eye. Future presentations include The Day the Earth Stood Still in December and Watchmen in March. The Augusta Exchange IMAX was originally scheduled to open with Harry Potter and the Half-Blood Prince, but its release was pushed back to July 2009.
Reach Steven Uhles at (706) 823-3626 or steven.uhles@augustachronicle.com.
THE BIG PICTURE
WHAT: Madagascar: Escape 2 Africa: The IMAX Experience
WHERE: Augusta Regal Exchange 20, 1144 Agerton Lane
WHEN: Noon, 2:15, 4:30, 7, 9:15 and 11:30 p.m. today
COST: $13 general, $10.50 seniors, $10 children
