The Mall of Louisiana’s Rave Motion Pictures theater is getting a facelift.
Rave will finish upgrading one of its halls in Baton Rouge to an IMAX-3D theater room March 11.
“IMAX started in museums, but they have come up with a great model to put big auditoriums in existing multiplexes,” said Jeremy Devine, vice president of marketing for Rave.
“We are the only commercial IMAX theater in Baton Rouge.”
Rave and IMAX joined together to update 13 theaters across the nation beginning last September.
Ticket prices for IMAX shows will increase, but the official price has not been finalized, Devine said.
IMAX’s installation process is fast and easy, Devine said.
“The process has been underway, but we will have no problems opening by March 11,” Devine said. “There are some very distinct physical and technological upgrades that take place … in three weeks.”
The IMAX experience is immersive, according to Devine. It uses a dual projection system with custom lenses to present greater image contrast and a crisper picture.
The audio will have 10 times more range and less distortion, and the screen is curved and spans from wall-to-wall, Devine said.
Construction crews also had to remove some seating from the auditorium, but Devine said he wasn’t sure how many seats were removed.
“We removed the seats because we didn’t want to sell a ticket for a poor vantage point seat,” Devine said.
The films are digitally remastered with the highest form of technology, Devine said.
“All of these upgrades are meant to give more brightness, more contrast and more clarity,” Devine said.
The IMAX 3D films add an immersive feel, Devine said.
“[3-D Films] have gone from a handful a year to a steady amount of product from the studios,” Devine said.
“Fast Five,” “Pirates of the Caribbean: On Stranger Tides,” “Harry Potter and the Deathly Hallows Pt. 2,” “Transformers: Dark of the Moon” and “Cars 2” are coming attractions for IMAX.
The first film the Rave will show in its new IMAX-3D theater is Disney’s “Mars Needs Moms,” which will premiere March 11.
Rave and IMAX feel the Baton Rouge community will be open to the new change.
“They’ll really enjoy it,” Devine said. “I think it will be good for Baton Rouge, also.”
 
—-
Contact Kittu Pannu at [email protected]