Regal Entertainment Group will build a theater near Interstate 95 and Route 273, a move that will add to the dozens of screens along a 12-mile stretch of Interstate 95 in Delaware.
In addition, fast-growing Middletown will see a 12-screen cinema with the opening of Westown Movies late this year. The operator of the theater has yet been announced.
While movie theaters remain a $10 billion a year industry in the U.S. and Canada according to the Motion Picture Association, the sheer number of screens would seem to be a stretch in a market of a half a million people.
At the same time, the industry has shown an ability to make higher ticket prices stick as it adds amenities such as stadium seating, powerful sounds systems and 3D. Theaters now can operate with smaller staffs. At the digital Penn Cinema Riverfront, the traditional box office is gone, with kiosks and the concession stand handling ticketing.
Construction on the newest Regal will begin this year with completion in 2014 for a 60,000 square foot building with 14 screens and seating for more than 3,000 people. The site is near the Delmarva Power regional headquarters at the site of the Sears outlet store.
“Promenade at Christiana is an ideal location for a fantastic entertainment destination. Adjacent to the Delaware Turnpike, you’ll almost be close enough to smell the fresh-popped popcorn when you drive by,” stated Todd Boruff, senior vice president of real estate for Regal Entertainment Group. “Christiana is a successful retail corridor, and our location is highly convenient allowing patrons to avoid the congestion of mall traffic with a choice of two I-95 exits at Routes 1 and 273.”
Regal will be part of a planned new open air community center with a large parking area located just outside the main theater, entrance. More than 300,000 people live within a seven- mile radius of the construction, according to a Regal release. Promenade at Christiana is being developed by KIMCO, a publicly traded REIT and the nation’s largest owner of neighborhood shopping centers with locations in 44 states.
Earlier, Cinemark announced plans to build a complex at Christiana Mall. Cinemark has a multiplex in Stanton at First State Plaza. Already in operation is the 15-screen Penn Cinema at the Wilmington Riverfront, off I-95.
The newest Regal theater will feature all digital projection, an immersive 3D experience with cutting edge surround sound and a high impact giant screen. RPX presents movies the way filmmakers intended with powerful, uncompressed surround sound and bright eye-popping images in 2D and 3D, the Regal release stated.
“Our company has a very loyal and enthusiastic following in the region for our existing Regal Cinemas at Peoples Plaza and Brandywine Town Center. And we can’t wait to open an all-new Regal Cinemas in Delaware,” stated Ronald Kooch, Regal Entertainment Group’s senior vice president of construction. “With the new Christiana theater, we will be adding another jewel to the Regal crown for moviegoers in the Diamond State.”
It will also give Regal a dominant market share in northern Delaware, since it operates two other theater complexes in Glasgow and in north Wilmington. The complex is a boost for the Promenade, which is fighting for retail business along with the Christiana Fashion Center development adjacent to the mall. The development from the Acierno family had long been mentioned as the site of a cinema complex, with the company website listing a cinema as a possible tenant. Although many tenants have been rumored for the Fashion Center site, no signings have been announced.
Potential tenants are reportedly waiting to see how the I-95, Route 1 interchange project plays out in terms of managing traffic flow during weekends and the holiday season. At the same time, the lure of a sales-tax free market is said to be keeping retailers and restaurateurs interested in the mall area. Much of the work on the I-95 project is slated to be completed by the holiday shopping season. (See story, this edition).
In choosing the site near Route 273, Regal hedged its bets on traffic in the area as the company executive noted above. Moviegoers can get on Route 273 or swing over to Route 1 to get on to Interstate 95. Christiana Mall is also emerging as a major movie player, thanks to the Cinemark complex and Cabela’s, an outdoor goods superstore. Both Cabela’s and Cinemark are slated to open next year as construction is completed on the I-95 and Route 1 project.
The project could make life tougher for the owners of the Cinema Center Three in Newark. The theater is planning a renovation as its home at Newark Shopping Center undergoes a rehab and expansion project. The project is driven in part by the need to convert from projectors to a digital format. Theaters are under a deadline by distributors to convert to the format.
GREAT IDEA!!!!
Would be really good to have an IMAX included in the new Theater. I haven’t seen one yet in Delaware except for the old one in Brandywine. A lot of movies advertised now says now in 3D and IMAX but you can only view them in 3D. What a great option to have to view a 3D IMAX movie right in your home town!! I currently own a 3D TV and a Sony Entertainment 3D blueray surround sound system so I am always eager to see the new released movies in 3D to know if its worth purchasing them on DVD. Some 3D movies are not really worth watching in 3D because only a few parts actually pop out at you!! If you could see them not only in 3D but actually IMAX, I think it would be worth paying the extra dollars.. I mean.. we can all eventually watch a 3D movie from home.. but can anyone say they can watch a movie in IMAX quality from home??? I dont think so!! The only time I have experienced an IMAX film is at the Franklin Institute.. and who can afford to drive there all he time when they want to see a great film!! I think at least one theater with this option would bring in great revenue!! Think about it! I moved to magnolia Delaware and I know I would drive back up to Regal just to see one.. I do now to Peoples plaza any how because they are one of the best theaters in Delaware as it is!! Great Location by the way!! Out of Town people will see your signs and def stop in for a movie!! You have NY, NJ, MD, DE, and Virginia all coming down I-95 daily.. and they dont have to look up on a GPS entertainment because they will always know were its located based on the view from 95!! Get signs posted also that says Regal exit will be wonderful !! Put Delaware on the Map for 3D and IMAX theater!! We need to step it up in our entertainment industry!! Dover has stepped up its game!! Christiana is well on its way with REGAL!!
There is an IMAX a short distance away in Wilmington.