AMC Theatres unveils groundbreaking Chicago tech upgrade

AMC Theatres, long known as the largest movie theater operator in both the USA and the world, has finished upgrading nearly all of its venues across the wider Chicago area to include advanced laser projection technology. 

The chain’s tech overhaul places Chicago among one of the first regions within AMC's footprint to benefit from this cutting-edge projection technology fueled by Cinionic.

In early 2022, AMC publicly announced the deal with Cinionic to equip 3,500 of its U.S. theaters with laser projectors by 2026. Moving forward for such improvements for its “Laser at AMC” banner, at an estimated cost of $250 million.

Moviegoers experiencing films with Laser at AMC can enjoy the theater chain's enhancements, such as heightened picture contrast, peak brightness, and richer colors, thanks to the partner Cinionic’s advanced laser projection technology.

The two firms also call their massive theater tech upgrades “an eco-friendly approach” to movies, since it generates less waste by substantially lowering energy consumption and eliminating the need for disposable xenon bulbs.

"Whenever you see Laser at AMC, you can expect brilliant movie presentation with brighter, sharper, and more vivid colors on-screen,” said Adam Cassels, VP of Global Marketing at Cinionic. “Together with AMC, we are raising the bar for the movie theater experience across Chicago.”

The AMC River East 21 and AMC DINE-IN 600 North Michigan 9 are among other nearby theaters newly equipped with Cinionic's laser projection technology. 

After rebounding from closed theaters nationwide throughout the COVID-19 Pandemic, AMC hopes its new tech enhancement reinforces its role as a frontrunner in what it calls “top-tier theater” and the moviegoing experience.