ANAHEIM – The movie theater that serves as an anchor for the troubled GardenWalk mall has made another major investment, debuting a large-screen format.
Over the weekend, UltraStar Cinemas held a screening to premiere a 65-foot-wide screen with a showing of "The Green Hornet" in 3D. It's nearly three times as wide as other screens at the theater.
The large-screen format, called UltraMax, replaces the IMAX format that was part of the theater when Newport Beach-based Sanborn Theatres owned it.
The new technology was developed specifically for San Diego-based UltraStar, which operates 15 sites in California and Arizona.
IMAX is the original large-screen format, but competitors have introduced other versions in recent years.
"We felt we could do it better," said Damon Rubio, vice president of operations for UltraStar. "We think the visuals and sound we've introduced will really knock your socks off."
Theater officials say the UltraMax technology allows for digital projection of 3D images at an extremely fast rate with greater pixel resolution.
The installation of the large-screen technology follows the recent installation of D-Box Motion seats at the Anaheim multiplex; seats move in unison with action on the screen.
Rubio said the price tag of installing UltraMax at the Anaheim location is around $250,000.
The future of the four-year-old mall, a block east of Disneyland, looked dim last year when mall owners defaulted on a $210-million loan.
The theater had become popular with a small but loyal audience that especially appreciated a 21-and-over section, which served beer and wine. But last summer, the former theater owner lost its license with IMAX and eventually handed over operations of the entire multiplex to UltraStar.
Rubio said UltraStar plans to bring back the 21-and-over theaters in April.
"We think this (GardenWalk) is a wonderful location, and we are building excitement," Rubio said. "If we can provide a great experience, people will be willing to travel."
Contact the writer: 714-704-3769 or ecarpenter@ocregister.com
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