 Tue, Jul 08, 2008 05:38 PM
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2008-04-25  Business | AMC opens all-digital theater May 16
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| | by Bob Pepalis | |  |
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| (click for larger version) |
May 01, 2008 | 09:59 AM
CUMMING – AMC Avenue Forsyth 12 will be the movie chain's first all-digital theater in Georgia, and only the seventh or eighth in the country when it opens May 16.
Located on the southwest corner of Ga. 400 and Peachtree Parkway (Ga. 141), it is the entertainment anchor of The Avenue Forsyth, a 570,000-square-foot mixed-use development.
Andy DiOrio, a spokesman for AMC, said the resolution of the Sony 4K digital projects is four times that of HD-TV. What's important is that, unlike 35mm film used in non-digital projectors, the movies will not drop quality after several viewings.
"When you see a traditional 35mm film, the film actually deteriorates over time. In digital cinema, the pictures are the same the twentieth time as the first," he said.
Squiggly lines and faded lighting on portions of the screen are a thing of the past, DiOrio said.
"Seeing is believing when it comes to this theater," he said.
Movie ticket prices still are being set, but DiOrio said the cheapest time to watch a film at AMC Avenue Forsyth 12 will be before noon on select Fridays, Saturdays, Sundays and holidays.
The concession discount program, called "Clip's Picks," is how he suggests moviegoers save on food and drinks.
DiOrio said the chain considers all the way into downtown Atlanta as the theater's market.
While this is the first all-digital theater in Georgia, AMC is in the process of retrofitting theaters with digital cinema. The company started a firm called Digital
- www.gwinnettherald.com
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