New deals to evolve movie-going experience

Two deals struck in recent weeks by the National Amusements theater chain have the Massachusetts company talking about reinventing the movie-going experience.

The Los Angeles Times reported that the theater chain has reached agreements with the cinema advertising company, Screenvision, and the parent company of Technicolor Digital Cinema to bring high-definition digital equipment and new programming to U.S. theaters.

With Screenvision set to invest over $10 million to install the new digital equipment and Thomson, Technicolor's parent company, prepared to place new digital movie projectors at 120 screens in major U.S. cities, National Amusements has revealed its plan to offer alternative programming on the updated screens.

"National Amusements is focused on reinventing the movie-going experience," said company president Shari Redstone."This partnership is an important step in that process and allows us to re-create pre-show entertainment and advertising."

The paper said it was unclear who would pay for all 36,000 U.S. screens to be updated with the new digital equipment.National Amusements operates in America under the names Showcase Cinemas, Cinema de Lux and Multiplex Cinemas.

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