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Mequon and Sturtevant, WI: Marcus North Shore Cinema and Renaissance Cinema Add Luxury Seating and Dolby Atmos to UltraScreens

Posted on Friday, May 2nd, 2014 2:15 PM. Last Updated on Friday, May 2nd, 2014 4:31 PM by Scott Jentsch

Audience Enjoying the Marcus DreamLounger Seats.The Marcus Renaissance Cinema in Sturtevant, Wisconsin and the Marcus North Shore Cinemas in Mequon have had their UltraScreen auditoriums upgraded with luxurious DreamLounger™ seating and Dolby Atmos sound systems.

Making its debut on May 1, 2014, the newly renamed UltraScreen DLX™ auditorium at each location offers guests a wide leather seat that reclines at the touch of a button. Over seven feet of legroom between rows ensures that you'll never feel cramped, with your knees hitting the row in front of you.

Judging from the photos, like the one shown here (see a close-up view of the seats here), this is like going from coach to first class on a two-hour flight. While attendants won't be delivering champagne and a nice pillow as soon as you're seated, this should be a noticeable upgrade that most everyone will appreciate. We plan on trying out these seats very soon, and will report back with our opinion.

Dolby Atmos logoIn addition to the comfy seats, the other major upgrade is the Dolby Atmos sound system. Rather than a traditional 5.1 or 7.1 channel sound system that we have all become accustomed to expect when going to the movies (if you're old enough, you'll remember when movie sound was mono, stereo, or at best, surround), Dolby Atmos drops the channel-based paradigm and treats the theater like the inside of a sphere. Sounds in the movie are mapped to where they should be placed above and around you, and an array of speakers in the theater take care of reproducing that sound where it's supposed to be.

The Atmos sound system comes just in time for The Amazing Spider-Man 2 in 3D, which has been created with a Dolby Atmos soundtrack. Action movies are typically great for having things flying all over the place, but the Atmos system is equally good at subtle sounds, such as the "Riddles in the Dark" sequence in The Hobbit: An Unexpected Journey.

We aren't getting Atmos designations in their showtimes yet, but we are working with them to make sure that our readers always know as much information as possible about the presentations at each theater.

When you combine the UltraScreen's 70-foot-wide screen, the Dolby Atmos sound system, and comfortable (and reserved) seating, it makes for a combination that is sure to be a step up from the usual night at the movies. Given that this experience is only an extra $1 over the price of a regular ticket, the only criticism that comes to mind is that every room in the theater isn't an UltraScreen DLX auditorium.

Reserved Seating in All Auditoriums at Renaissance Cinema

Also new to the Renaissance Cinema is the change to reserved seating in all auditoriums. Now, you won't have to race to the theater to get your favorite seat, as you can purchase your tickets ahead of time and select your seats immediately. North Shore went to all-reserved-seating back in 2011.

Electronic Ticketing GraphicGive it a try now by going to the Showtimes pages for Marcus North Shore Cinemas or for Marcus Renaissance Cinema. Once you select your number of tickets, you'll be prompted to select your seats.

These changes are all part of a $50 million investment that Marcus Theatres is making in its 55 locations by the end of May 2014. The Marcus Point Cinema in Madison was the first to get the UltraScreen DLX (DreamLounger eXperience) conversion.

Source: Marcus Theatres. Photo above is © Colin Conces, and used with permission from Marcus Theatres. Dolby and the double-D symbol are registered trademarks of Dolby Laboratories. Dolby Atmos is a trademark of Dolby Laboratories. Marcus Theatres is a registered trademark and UltraScreen DLX is a trademark of the Marcus Corporation.



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