NEW BETHESDA MOVIE THEATERS TAKE THEIR BATTLE UNDERGROUND (PHOTOS)

ArcLight Cinemas and iPic Theaters are doing battle daily in the northern part of Bethesda, at Westfield Montgomery Mall and Pike & Rose, respectively. Both are state-of-the-art theaters (although ArcLight features double the number of screens) commanding a higher ticket price than the cineplexes of old. But they are also squaring off underneath the streets of downtown Bethesda for the wealthier demographic there, with dueling ads in the Bethesda Metro station tunnel.