Posts
11/19: UltraStar Cinemas opens at Scottsdale Pavilions
Imagine while watching the latest Oscar-worthy flick at the movie theater, you get a little hungry. Instead of getting up and waiting in line, just press that little button on your armrest. A waiter appears, and a few minutes later, he hands you a hot panini and glass of red wine.
This is what it's like to watch a movie in one of the 21-and-older-only auditoriums at Scottsdale's new all-digital UltraStar Cinemas. The San Diego-based movie theater opens at Scottsdale Pavilions Saturday and offers upscale amenities that can't be found in most movie theaters.
"We want to cater to every movie-going crowd, whether it's kids on a Saturday morning . . . or those who want to watch a movie in a classy, deluxe experience," said Damon Rubio, executive vice president of operations. "The whole mall we are in is getting renovated and soon all of us together will offer a great alternative experience."
The theater has six regular auditoriums on one side, and five StarClass auditoriums that are for 21-and-older guests. There, moviegoers are greeted by a concierge, and can order food and drink from their seats for an extra $2. The menu offers mostly Italian dishes, namely the panini sandwiches with movie-inspired names such as the Marilyn Monroe made with chocolate, brie cheese and basil.
"It's an elevated experience for those who want to see a movie with other adults," Rubio said. "There is a certain demographic, especially in Scottsdale, that were looking for this experience and we are the first theater to offer it."
The theaters also have VIP lounges so groups can rent out an auditorium, relax on the leather couches with drinks watch movies. UltraStar Cinemas offers beer and wine only, and guests will see Valley purveyors such as Four Peaks Brewery, who will offer Kiltlifter and 8th Street Ale.
"We didn't want the trouble of having to make martinis and cocktails for guests," Rubio said. "We're not a bar; the drinks are an amenity and we don't want to create an atmosphere where people are drinking in excess."
Unlike the other UltraStar cinemas in Surprise and Lake Havasu, this one has a distinct Tuscan countryside-inspired theme. The space was previously a United Artists theater, and a giant pillar in the center of the lobby couldn't be removed. So decorators made it a focal-point, a kind of faux-finished stone tower. The ceiling above is painted with puffy white clouds.
Several Valley artists painted landscape murals and replicas of famous paintings all over the theater and inside the auditoriums. Statues and faux fountains complete the look.
A quaint cafe dressed with strings of outdoor lights offers dessert, wine and beer for those who want to relax before show time. And even if it's opening night for a movie, guests don't need to worry about rushing in early to find a seat because all seats are assigned.
"It's better for the guest because a lot of people have anxiety about fighting for seats when they come to the movies," said Rubio. "The system will pick the best seats for them, or they can choose their own seats."
Guests can also purchase tickets online ahead of time and pick their seats. If a movie is relatively empty, guests don't need to sit in their assigned seats. One theater offers 26 D-BOX seats, which have motion sensors that sync with the action during the films. These tickets are an extra $8 each.
The theater will officially open for the midnight showing of "Harry Potter and the Deathly Hallows: Part 1" Thursday, and patrons can purchase tickets at the theater that morning
Read more: http://www.azcentral.com/thingstodo/movies/articles/2010/11/12/20101112ultrastar-cinemas-opens-scottsdale-pavilions.html#ixzz15kOfp78e
No comments:
Post a Comment