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Jax Daily Record Monday, Apr. 16, 201806:00 AM EST

AMC Regency 24 working to add Dolby Cinema experience

Tech offers sharper visuals, extensive sound effects and rumbling – but not moving – chairs.

AMC Regency 24 wants to provide customers a heightened movie experience with the conversion of an auditorium into a Dolby Cinema.

The city approved a permit for Rowe Buck Inc. to convert Auditorium 24 at the Arlington movie complex for the Dolby Cinema experience, described in media reports as offering sharper visuals, extensive sound effects and rumbling – but not moving – chairs.

AMC’s application for the project explains it will provide mechanical and electrical equipment for a new projection system in the booth and new speakers in the auditorium. 

It includes a new projector and viewport windows, new row seating risers, stairs and knee walls for new recliner seating and new finishes in the auditorium.

There also will be a new interior entry to the auditorium entry and new signage. calls Dolby Cinema an experience in which “powerful image and sound technologies meet cutting-edge, reserved recliners.”

 “You’ll feel like you’re in the middle of the story as the sound flows around you with breathtaking realism, to create a powerful sensory experience,” it says.

“The action comes alive in a dramatically different image featuring spectacular brightness, vibrant colors, and deeper darks,” it says. 

“Take comfort to the next level with our spacious, high-powered, reserved recliners that pulsate with the action.”

The permit application lists a $550,000 cost, while the permit issued Wednesday was for $1.2 million.

AMC Regency 24, at 9451 Regency Square Blvd., is among the Jacksonville theaters upgrading an auditorium to an enhanced format.

Regal Cinemas wants to convert a theater at its Regal Avenues Stadium 20 into 4DX, which produces not only sight and sound but movement, weather conditions and strong scents.

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