This week’s opening of Cinemark Playa Vista, a 9-screen auditorium touting the latest technology and luxury amenities, may just be the perfect excuse to mix business with popcorn. Home to over 500 tech startup companies, the Westside beach town has the potential to turn a simple “night at the movies” into a completely fresh marketing tool.
“It’s one of the highest tech theaters we’ve ever built,” boasts Tim Warner, executive of Cinemark Holdings, the nation’s third-largest theater chain, adding that the Playa Vista coastal community was ideal to support an upscale theater.
A Los Angeles Times article points out that their sophisticated satellite system is designed for presenting movie premieres and broadcasting special corporate events, which will bode well for nearby tech titans such as Yahoo Inc. and Google Inc. All the theater’s display boards and poster cases are digital, and could be programmed to show messages and images unique to the event at hand. Additionally, its close proximity to LAX, Sony, and Lionsgate make it an attractive alternative to having to catch a red-carpet premiere all the way in Hollywood.
Even if digital ticketing and reclining leather seats doesn’t tempt you to the silver screen, consider Cinemark’s signature prized jewel: a 450-seat auditorium called XD, or Extreme Digital Video (Cinemark’s answer to IMAX), featuring a giant 70-feet wide screen and a sound system outfitted with more than 60 speakers. A dedicated green room and private entrance for talent is located directly off the theater, points out Variety Magazine, attracting those interested in giving Q&As or keynote addresses. For an extra $5, patrons can treat themselves to the “VIP experience” and sit in a reserved area that includes a full bar and lounge serving gourmet foods and drinks.
Expect more showtimes in the coming year, as the company plans to open several locations across Southern California, including Carson, Downey, and Palm Springs. Regular adult evening ticket prices are $13.50 to $14.50.
For showtimes, go here.
