With upgrades, cinema targets an “immersive” experience at Crossgates

GUILDERLAND — Wind, fog, vibration, motion-synchronized seats, and even scents are coming to Crossgates Mall theaters.

Regal announced Monday that it will make extensive renovations to three of its Pyramid-owned movie theaters: in Crossgates Mall in Guilderland as well as Destiny USA in Syracuse and Walden Galleria in Buffalo. Work on the renovations is to begin this summer. 

The cost to renovate the theaters in the three malls is expected to exceed $20 million, according to Jennifer Smith, Crossgates’ marketing director. This is part of Regal’s strategy to commit $1 billion over five years to build new cinemas and renovate existing ones, Regal wrote in a press release. 

At Crossgates Mall, Regal will equip at least some of its theaters with 4DX technology that will provide “immersive” elements including rain, lightning, snow, and bubbles. 

At Crossgates, Regal will also introduce ScreenX technology that uses additional projectors and screens to extend the movie along the theater walls, surrounding theater-goers with a 270-degree panoramic view. 

Planned improvements also include the “complete revamp and renovation of the lobby and auditoriums,” according to the release. 

The theater will add a café/coffee shop by Lavazza and a Smoothie Bar by B.fresh. 

All auditoriums will get new seating, including a section with luxury recliners, and restrooms and corridors will be upgraded. 

The same improvements will be made in Syracuse. Buffalo’s theaters will add just the 4DX technology. 

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