AMC HEADS NORTH
By Adnews Staff
AMC Entertainment Inc. of Kansas City, Missouri is expanding north of the border, opening its first theatre in Scarborough, Ont. The company will open a 4,000 seat, 20-screen megaplex theatre in Scarborough later this winter called the Scarborough 20. The theatre will be 70,000 square-feet in size and feature stadium-style seating at a 23 degree angle to the floor. This allows for a totally unobstructed view of the screen, according to AMC. The seats feature retractable armrests so couples can cozy up during a movie and the spacing offers an extra six-inches of room when compared to the industry standard. Services to be offered at the theatre will include phone-ahead reservations with a credit or debit card, the company's silence is golden program, which encourages patrons to be courteous of those around them and MovieWatcher, which rewards frequent moviegoers. Advertising plans for the theatre are still being worked out. Canadian advertising for AMC will be done by the Pinewood Communications Group of Toronto. AMC also plans to open 30-screen theatres in Toronto and Montreal by the winter of 1999.