Multi-projection theatre technology Screen X is getting bigger. On July 12, in conjunction with the official grand opening of B&B Theatres’ newly built flagship Liberty 12 location in Liberty, MO, the largest ScreenX environment in the world will open to the public.
The new ScreenX will be on a premium-large-format (PLF) Grand Screen measuring more than four stories tall and seven stories wide, with the capacity to seat 244 attendees.
Based in the Kansas City DMA, this new opening will also bring the first ScreenX auditorium to the Midwest United States, the fourth in the country, and the 143rd worldwide. Previously opened U.S. ScreenX locations include two in the Los Angeles area and one in Las Vegas. This is the first of four ScreenX auditoriums planned to open at B&B Theatres through 2019. ScreenX expects to operate over 200 screens by the end of 2018, more than 30% growth compared to 2017.
“This opening marks an incredible moment for both our company and for me personally, and we are thrilled that the world’s largest ScreenX experience is a key component of our new flagship theatre,” said Bob Bagby, president of B&B Theatres, which also operates approximately 400 screens at 50 locations across Kansas, Florida, Iowa, Missouri, Mississippi, Oklahoma and Texas. “We know our guests will be amazed by the innovative technology used to project their favorite films on three walls of the auditorium and look forward to bringing this premium format to other locations over the next few months.”
ScreenX utilizes a proprietary system to expand images of feature films and pre-show advertising to the left and right walls of the theatre, creating an immersive, panoramic, 270-degree experience.
Upcoming ScreenX releases include The Nun, Aquaman and Shazam!, with more to be announced this year. These join recent releases Black Panther, Rampage and Ant-Man and the Wasp.
“This ScreenX opening is both a reflection of B&B Theatres’ commitment to innovation and to the value of continued enhancement of the cinema experience to exhibitors, studios and moviegoers alike,” said Brandon Choi, CEO of Screen X U.S. parent CJ 4DPLEX Americas. “As our expansion across the U.S. continues, we are proud to be working with a partner that share our vision for the future of cinema.”