The AMC Bluffs 17 Cinema in Council Bluffs today is unveiling improvements that include power recliner seats with more legroom; a bar that serves cocktails, wine and beer; and refurbished restrooms and concession stand.
The improvements are part of a companywide multimillion-dollar upgrade of many AMC theaters, said AMC public relations director Ryan Noonan, who is in Council Bluffs to conduct media-day tours today.
“Some of our theaters are getting up in age and need a little TLC,” Noonan said. “We want to get people excited about coming to the movies. The new chairs are phenomenal.”
Noonan said AMC has seen attendance more than double at some theaters with the new seats. When renovations are complete, the recliners will be in all of the Bluffs 17 auditoriums except the IMAX theater, which opened in early 2008.
AMC Entertainment Inc., a nationwide theater chain headquartered in Kansas City, Mo., bought the Bluffs 17 in May 2010 from Kerasotes Theatres. AGT Enterprises of Prairie du Chien, Wis., built the theater, which opened in September 2003.
The work began in January, and one or two auditoriums were closed at a time. Noonan said 14 auditoriums are completed, and the final two should have new seats by Memorial Day.
The lobby bar, added in March, opens at 4 p.m. on weekdays. Four Omaha cinemas also have licenses to serve alcohol: Midtown, Aksarben, Film Streams and Village Pointe.
All auditoriums, including the IMAX, will have reserved seating available by the end of the month.
The theater's projection system is now totally digital, including its IMAX screen. The changeover was completed before the renovations began.
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