National goes upscale with theater work


UPDATED 5:45 p.m. PT Dec. 21, 2007

National Amusements said Thursday that it has launched a program featuring boosted amenities at one of its Northeast theater sites, with plans to eventually expand the pilot project to select other venues.

The pilot project is set for National's Showcase Cinemas in Randolph, Mass. De Lux amenities will include premium reserved seating, in-seat dining and special parking privileges, as well as specially designed theater seats.

The program comes with a $10 bump in ticket prices, but patrons will get a $5 voucher for food and beverage discounts.

National operates 1,500 screens in the U.S., U.K., Latin America and Russia. The chain also is the owner of the Bridge Cinema de Lux theaters, which have operated for several years in markets including Los Angeles.