AMC Entertainment Holdings said it is accelerating upgrades at 100 premium large-screen auditoriums to the Dolby Cinema laser projection and around-the-theater sound systems already in place at two Kansas City area locations.
The large-screen auditoriums at AMC Town Center 20 in Leawood and AMC BarryWoods 24 in Kansas City were among 22 nationwide to receive the Dolby Cinema experience first under a deal struck in 2015 for AMC Prime auditoriums.
Success in those theaters advanced AMC’s rollout plans by seven years.
Now the remaining 78 theaters will receive Dolby Vision and Dolby Atmos by the end of next year, rather than on the original 10-year schedule, AMC said in an announcement.
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AMC did not disclose how much the installations will cost, but a spokesman acknowledged it was a significant investment.
The companies also are working on plans to expand the technology beyond the original 100 auditoriums selected.
Some of the upgrades include a digital entryway that allows moviegoers to experience the advanced projection and sound systems before the scheduled movie starts. Work on the digital entryway at AMC Town Center is underway now, though the auditorium got the Dolby Cinema upgrade late last year, AMC spokesman Ryan Noonan said.
The Dolby Cinema experience includes black leather recliners with transducers that rumble the seat so viewers can experience the action on the large screen.