Have you been to the movies lately? Theaters are becoming more immersive and luxurious than ever, and the Regal Cinemas in Crossgates Mall will soon join the trend. The theater will undergo extensive renovations beginning this summer, with upgraded interiors, a wider selection of concession offerings, and two new ways to experience cinema.
The lobby corridors, theaters, seating, and restrooms will all be renovated, and signs will take advantage of modern, eye-catching LED lighting. All auditoriums — standard theaters and cinema experiences alike — will have brand-new seating installed. Moviegoers will also have the option to select luxury VIP recliners.
Two new food options will also be added, supplementing the traditional movie theater fare with modern favorites. Lavazza’s new café will provide moviegoers with coffee, while Smoothie Bar by B.fresh will give audiences even more drink options.
Also added to Regal Cinema’s repertoire will be two new Cinema Experiences: 4DX and ScreenX. With 4DX, movies will become immersive environments, with motion-synchronized seats and environmental simulation (such as scents, rain, snow, wind, and lighting) to make audiences feel as if they are in the action on screen. With ScreenX, the screen isn’t limited to one wall, spanning 270-degrees around the audience. Both new theaters are designed to further bring movies to life and give audiences a complete and engrossing experience.
The Regal Cinemas at Crossgates is part of a multiple-location renovation, with other Regal Cinemas in malls owned by Pyramid — Destiny USA in Syracuse and Walden Galleria in Buffalo — undergoing similar upgrades. “Regal shares our vision and commitment to the endless pursuit of what’s next, adapting and evolving with today’s changing consumer preferences,” explained Pyramid’s CEO, Stephen Congel, in a statement.
Todd Boruff, Senior VP of Real Estate for Regal, also issued a statement in response to the renovations. “The entertainment industry is progressing further into the future, driven by cutting-edge technology and creativity. Like Pyramid, Regal is motivated to create the best movie going experience for our guests from the moment they walk through the door. To deliver on this promise, Regal has invested in top technology, including 4DX and ScreenX, the best cinema design and service, all to ensure that our customers enjoy the ultimate cinema experience.”
Renovations are set to begin this summer, with no end date announced as of yet. Stay tuned!