The lights dimmed as guests at Frank Theatres got ready for their first glimpse of the movie hub's new IMAX screen.
Trailers for upcoming hits rolled on the new, curved screen, which stretched floor to ceiling and wall to wall.
During a Tuesday afternoon public event to unveil the York Township movie theater's new offering, the audience learned about upcoming blockbusters and how they might appear in IMAX 2D and 3D.
"A Good Day to Die Hard" opens at 10 p.m. Wednesday night in IMAX 2D at Frank Theatres, and movie goers are in for a good show, said Kevin Scott, general manager.
"The explosion scenes are awesome in IMAX. They'll be able to feel the explosion," he said.
About 20 tickets have already been purchased for the first IMAX showing. Scott expects to fill 105 seats-half of the IMAX theater's capacity-for the debut.
"It's a Wednesday, and we expect most people will come out on Valentine's Day and throughout the weekend," he said.
The trailer for "A Good Day to Die Hard" was not shared with Tuesday's audience. Instead, they watched previews-some of which were in 3D-for movies that will follow the initial release:
- "Jack the Giant Slayer" opens March 1.
-"The Great and Powerful Oz" opens March 8.
-"G.I. Joe: Retaliation" opens March 29.
-The 20th anniversary re-release of "Jurassic Park" opens April 5.
-"Oblivion" opens April 26.
-"Iron Man 3" opens May 3.
-"Star Trek Into Darkness" opens May 15.
-"Man of Steel" opens June 14.
"We expect Star Trek, 'Man of Steel' and 'Iron Man' to do very well," said Kristy Stratton, director of theater marketing for IMAX. "These are massive blockbusters people gravitate to."
Some scenes in "Star Trek Into Darkness" were filmed with IMAX cameras, meaning those scenes will take up the entire IMAX screen.
"It's similar to what people might have seen if they saw 'The Dark Knight Rises' last summer in IMAX," said Stratton, who attended Tuesday's event at Frank Theatres.
The new IMAX screen is the first in York County and one of 700 worldwide, she said.
Frank Theatres will offer five to six showings daily on its IMAX screen, beginning at about 11:30 a.m. and ending around midnight, Scott said.
Tickets are already selling for some of the shows, including "Star Trek Into Darkness."
"For people who saw it 20 years ago, 'Jurassic Park' is also going to be a big deal," he said.
Though movies may not remain in IMAX for long, getting bumped for the newest releases, they will still be available on the regular theater screens.
"But once they see something in IMAX, they're going to want the IMAX," Scott said.
- Reach Candy Woodall at email@example.com.