AMC Theatres, the largest theatrical exhibitor in the United States and the world, announced the completion of the upgrade to laser projection technology at nearly all AMC locations in the greater Chicagoland area. Chicago is one of the first markets in the AMC circuit to receive this state-of-the-art projection upgrade to Laser at AMC technology, powered by Cinionic.
AMC announced an agreement with Cinionic in early 2022 to install laser projectors in 3,500 of its U.S. auditoriums through 2026. The laser projection equipment and associated auditorium enhancements powering Laser at AMC at the 3,500 auditoriums have an estimated value of around a quarter of a billion dollars, with minimal upfront capital investment from AMC.
What is laser projection?
- Laser Projection is the next generation of cinema technology. It boosts picture brightness, contrast, and color to produce consistently high-quality images on screen.
- Unlike with previous digital projection technology that used a lamp-based light source, the light in laser projection comes from laser diodes which last longer, are better for the environment and produce consistently bright, crisp images onscreen.
What are the benefits of laser projection?
- Laser delivers an improved picture contrast and offers a more environmentally friendly way to present movies. Theatres with laser projection have a reduced carbon footprint, consuming as much as 70% less energy.
- With laser technology, audiences can enjoy movies with more vivid color, increased picture brightness and greater contrast.
- Laser projection does not utilize a lamp-based light source, eliminating the hassle and waste from replacing lamps. The laser light source lasts longer, producing a consistently high-quality presentation that requires less maintenance intervals from theatre staff.
Why is AMC moving to laser projection?
- Moviegoers go to theatres to be immersed in stories and enjoy the experience that they cannot get at home. Laser at AMC, powered by Cinionic will deliver audiences premium high-quality, brilliant movie presentation.
- Picture quality is the number one factor influencing a moviegoer’s decision to see a movie in a theatre. The improvement in color, quality, and brightness levels matters significantly to 68% of moviegoers – according to an industry research study.
- In a 2019 study commissioned by Cinionic, picture quality was the number one factor in a moviegoer’s decision to see a movie in a theatre; followed by cleanliness, show times, seat comfort, and sound quality.
- Laser technology requires less maintenance, increasing operational efficiency and ease for theatre staff.
- Laser technology is better for the environment with decreased power consumption, less waste from consumables and an overall lower carbon footprint than xenon.
Is laser projection safe?
- Yes, laser illuminated projection is safe. Laser is simply the light source used within the technology and does not produce any output that is harmful to audiences.
- Laser projection technology is regulated by international product safety standards, which all Cinionic solutions adhere to. These standards govern installation of laser projectors to ensure safety for theatre employees.
What makes laser projection more sustainable?
Theatres switching to laser projection have a reduced carbon footprint through:
- Increased energy efficiency, reducing consumption by as much as 70%.Less waste production through the elimination of the disposable light source (lamps, which must be replaced regularly in xenon projectors) and minimizing heat dissipation.Longer technology lifespan. Laser technology from Cinionic has a modular design allow for reuse and recycling of parts.
- Decreased HVAC needs.
Which AMC theatres will be upgraded to Laser at AMC?
- The majority of AMC theatres in the US will be upgraded to laser over the course of 5 years, approximately 3500 auditoriums in total.
What is the timing for the rollout of Laser at AMC?
- Installation has begun at AMC theatres in the Los Angeles and New York city area markets. We expect to have all 3500 auditoriums included in the rollout completed by the end of 2026.
What theatres currently feature Laser at AMC?
AMC River East 21 and AMC DINE-IN 600 North Michigan 9 are now enabled with laser projection technology from Cinionic, along with the following theatres in the Chicago metropolitan area:
- AMC Chicago Ridge 6
- AMC Cicero 14
- AMC Crestwood 18
- AMC DINE-IN 600 North Michigan 9
- AMC DINE-IN Block 37
- AMC DINE-IN Northbrook Court 14
- AMC DINE-IN Rosemont 12
- AMC DINE-IN Yorktown 18
- AMC Ford City 14
- AMC Hawthorn 12
- AMC Market Square 10
- AMC Naperville 16
- AMC NEWCITY 14
- AMC New Lenox 14
- AMC Norridge 6
- AMC Oakbrook Center 4
- AMC Oakbrook Center 12
- AMC Schererville 12
- AMC Schererville 16
- AMC South Barrington 24
- AMC Streets of Woodfield 20
- AMC Village Crossing 18
The move to laser projection offers a more environmentally friendly way to present movies with less waste, including the elimination of the use of disposable xenon bulbs, and a significant reduction in energy usage.
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