NEW THEATRE LANDS IN VAUGHAN
By Adnews Staff
Famous Players of Toronto launched its newest theatre in Vaughan, Ont. last week. Called the Colossus, the theatre was constructed to look like a UFO landing site. It includes 18 auditorium and a large-format IMAX 3D theatre. The space age design of the new theatre is seen throughout the interior and the exterior of the building. Set upon a circular parking lot complete with runway lights, guests are meant to feel as though they have come upon a UFO landing site. The flying saucer that sits on top of the theatre has dramatic lighting that simulates afterburners and serves as a beacon visible to moviegoers for miles. Inside, guests board a futuristic flight deck greeted by life-sized alien-shaped automatic ticket machines and visit futuristic concession stands. A 2,000 square-foot TechTown gaming centre and The Pod, a fully licensed lounge complete the scene. Each of the auditoriums features a wall-to-wall, floor-to-ceiling screen and state-of-the-art projection. Theatres are also equipped with digital sound and surround-sound. The IMAX theatre uses the IMAX projection system, a 70mm-film frame, 15-perforation film format advancing horizontally, providing picture sharpness and steadiness. Approximately 5,300 stadium-style seatings ensure all guests have an unobstructed view of the screen. Promotion of the Colossus is being done through radio spots and promos on Toronto stations as well as transit, television and prints ads. GENERATORIDEAWORKS of Toronto is handling the campaign.