If only airlines – constantly figuring out ways to squeeze more travelers into planes – would get the hint. Since taking over the multiplex at the Fallbrook Center, AMC Entertainment Inc. has quietly converted it to an upscale theater as part of the chain’s national upgrade program. The theater at 6731 Fallbrook Ave. in West Hills formerly belonged to Laemmle Theaters and showed foreign and art films before closing in February of last year. Now called the AMC Fallbrook 7, the theater boasts huge recliner seating with large arm rests. The chain said capacity at the multiplex had to be reduced by 50 percent to 70 percent per screen to make the seats fit. “We’re appealing to as many of our guests as possible,” said Ryan Noonan, director of public relations for the Leawood, Kan.-based chain. “We are identifying some of the older theaters that haven’t been upgraded in a while. We want our movies to be a phenomenal experience.” The 339-theater chain – which was acquired for $2.6 billion in 2012 by Wang Jialin, China’s richest man – also upgraded the snack bar with healthier selections such as pretzels with hummus. As a courtesy, cashiers will even deliver the fare to seats if it takes a while to prepare. Yet ticket prices run about the same as a regular cinema even though all seats are reserved. Tickets are $8 before 4 p.m. and $11 after 4 p.m. For 3-D movies, add $4 a ticket. AMC’s remodeling program is adding luxury seats, premium concessions and digital box offices. Thirty renovations have been completed nationwide including 11 that are even more upscale with full meal delivery to seats. Marty Shindler, an entertainment technology consultant at Shindler Perspective in Encino, said competition from high-tech home entertainment is compelling the upgrades. “Theaters need to have more arrangements because they are rivaled by the comforts of the home experience and HD television,” he said. – John Saringo-Rodriguez
