CHAIN'S FIRST LOCATION OUTSIDE OF
CALIFORNIA TO DIRECTLY CHALLENGE
PIKE AND ROSE iPic THEATER ON
PROGRAMMING, AMENITIES AND PRICE
Another Robert Dyer @ Bethesda Row Exclusive!!!
Bethesda cinephiles are the winners as a second, premium West Coast theater chain has chosen our town - out of all in America - to expand.
Highly successful ArcLight Cinemas has 4 theaters in Southern California. They have announced that their 5th location will not be in California, but right here in Bethesda, at Westfield Montgomery Mall!
The mall's new 16-screen ArcLight Theater will open in 2014, with construction beginning next spring.
ArcLight and Westfield Montgomery are positioning themselves to squarely challenge the future Pike and Rose iPic theaterplex for the hearts and wallets of Bethesdans who desire - and are willing to pay for - an upscale cinema experience.
Like iPic, ArcLight will offer reserved seating, gourmet food and alcohol.
And like its primary competitor, ArcLight's tickets will be more expensive than the standard multiplex.
So what other advantages will ArcLight bring to the Battle of the Megaplexes?
ArcLight's programming, for starters. Its 16 screens will show not only the latest blockbusters, but also independent films like Bethesda Row Cinema, and even some classic movies.
ArcLight also offers special family events. In California right now, ArcLight is offering Sweet Summer screenings of family films like Pixar's Brave, which include a free "sweet treat" like S'mores or cotton candy, and themed activities.
Art exhibits and Q&A sessions with actors and directors will appeal to the true film buff.
No commercials!! Are you sick and tired of the lame commercials playing before the movie? Commercials begone! says ArcLight.
They'll have special 21+ screenings.
The ArcLight membership program will entitle you to special events, private screenings and advance ticket sales.
What about the food?
Here are some selections:
Crab Cakes with spicy remoulade sauce
Red Potato with sour cream and Tobiko caviar
(caviar - in a movie theater!)
BBQ Swedish Meatball
Lamb Lollipops with tarragon sauce
Beef Empanadas with cilantro creme fraiche
Red Velvet Cake
7-layer Carrot Cake
...and those are just a few that got my attention!
The biggest advantage ArcLight has is its location. It is right on an interstate off-ramp, and slightly closer to downtown Bethesda than White Flint.
Who will win this battle?
Ultimately, the winner is the Bethesda moviegoer, when at least 3 premium theater chains (the third being at nearby Rock Spring) square off for your movie dollar.
At ArcLight Bethesda, your champagne wishes and caviar dreams may just come true!
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