8:59am PT by Carolyn Giardina
AEG, Regal Relaunching L.A. Live With Cinema Technology Developer Barco
AEG has entered into a multi-year partnership with cinema technology developer Barco that will involve renaming and relaunching the AEG-owned downtown Los Angeles movie complex as Regal L.A. LIVE: A Barco Innovation Center.
That includes naming rights and massive plans to equip the complex with Barco cinema technologies—among them, the latest Barco laser-projection systems will be installed in all 14 auditoriums.
The wider deal is a global technology partnership between Barco and AEG, which is expected by include additional AEG live event sites (L.A. LIVE is AEG's only movie theater property), according to Barco exec Todd Hoddick. Terms of the deal were not disclosed.
As to movie theaters, Hoddick said "we are open to doing this in more locations."
For its April 1 launch, the L.A. LIVE complex will already have two auditoriums equipped with Barco's ultra-bright laser projectors, with the rest to follow. Additionally, two auditoriums will offer Barco’s immersive sound system, Auro; and one auditorium will feature the company’s new three-screen, Cinerama-like Barco Escape, which initially debuted in select sites with portions of The Maze Runner created in the format. L.A. LIVE’s lobby will also get an upgrade with Barco’s ‘lobby experience’ design that features digital displays, light and promotional interactive content.
“Regal Cinemas L.A. LIVE hosts over 20 movie premieres annually and, since opening in 2009, has provided the public with one of the best movie-going experiences possible. We are taking the next step in the movie theater’s illustrious history by installing all the latest Barco technology, yet again setting a new standard in cinema quality,” said Greg Dunn, president and COO for Regal, in a statement.
L.A. LIVE's 4D cinema, which uses the 4DX system the Seoul-headquartered 4D company CJ 4DPlex, is not affected by this deal.
Related, cinema technology developer Dolby has been working to brand its technology in theaters, with its Dolby Vision high dynamic range laser projection system and Dolby Atmos immersive sound system in Dolby-configured auditoriums dubbed Dolby Cinema. "Dolby Cinema at AMC Prime" is offered at select AMC auditoriums.