National Amusements Is Going ‘De Lux’
A front-page article in yesterday’s Boston Globe discusses National Amusements' high-end ‘Cinema de Lux’ concept, now operating in the small town of Millbury, Massachusetts.
The 14-screen theatre features a piano in the lobby, reserved seats, wine and cocktails, lounges with free magazines and newspapers, plasma TVs showing baseball games, and a concierge who can book reservations at nearby restaurants.
‘'The idea is to change from a movie theater to a community entertainment experience,“ said Shari Redstone, president of National Amusements Inc., the Dedham operator of Showcase Cinemas and Cinema de Lux theaters.
The company plans to open three more ‘de Lux’ cinemas in Massachusetts over the coming year. All of its future theatres will be based on this ‘de Lux’ concept.