Cineworld Cinema - Leicester Square

The Empire is indeed just another multi-screen venue and, yes, the potential confusion is no different to numerous other such venues with one IMAX screen, however, it is in Leicester Square and seems to be regarded by Empire Cinemas as something of a flagship so did the operator expect always to be showing an IMAX film when they decided/agreed to replace “CINEMA” on the canopy with “IMAX” I wonder. I would have thought, when investing so much money, they would have been well aware what would be available to them from the distributors, though I may be wrong. THX certification, though very worthwhile and a valuable asset was altogether more subtle – to the man in the street – and didn’t have quite the same marketing dynamism as a full IMAX installation, I’m not aware a higher price was charged for compliant product and the THX sign on the Empire’s front-of-house was actually quite discreet in comparison. I earlier omitted to say I thought the sound in Empire 3 (which, as you say, the auditorium should be called in ALL publicity when not showing IMAX) was terrific.

Perhaps it’s a shame that most of the IMAX branding at the Empire is semi-permanent when only one of their many screens is so equipped and even then not used exclusively for IMAX product. Replacing the word “CINEMA” on the canopy with “IMAX” might lead the less technically informed, i.e. the majority of customers, to assume everything there was somehow presented in the format and thus necessitating the announcement I find negative. I certainly didn’t expect “The Imitation Game” to be in IMAX and understand the visual and audio differentials you describe but I question whether a complex that was not showing a single IMAX film should be so “adorned” with such branding. I can understand the IMAX Corporation wanting their magic word to be emblazoned in Leicester Square and, on the surface of it, Empire Cinemas' willingness to have their West End premises associated with the brand but with all previous “value-added” formats like CinemaScope and Todd-AO, their names were given along with the appropriate film titles rather than becoming part of the cinema’s own overall offering. Trading standards legislation could also be behind the need to remind audiences they are not seeing something in IMAX on the Empire IMAX screen. I enjoy IMAX documentaries at Bradford and Waterloo and the Empire IMAX auditorium appears successfully to replicate such spaces but forty five minutes is about my limit for the effect on neck and eyes!

I sampled the Empire’s IMAX auditorium recently, albeit not to watch an IMAX film, and my impressions were mixed. The screen is large of course, too large. “The Imitation Game”, in ‘scope, certainly filled most of the screen but, from two thirds of the way back in the centre block and sitting on the right-hand aisle, there was a distinct loss of light over to the left during what is admittedly a fairly dark film and, given such a huge image, the resolution at such close quarters was “soft” rather than sharp. The guy checking tickets and helping people to find their seats was enthusiastic and welcoming but for him to be spotlit just prior to the programme starting, in order to say “Welcome to the Empire Leicester Square, enjoy "The Imitation Game”, whoop!“ was well intentioned but amateur and unnecessary as was the on-screen reminder that "This film is not enhanced by IMAX” – a negative announcement presumably to protect the IMAX system’s potential advantages. Had I sat nearer the screen or in one of the side blocks, I would have been requiring a refund. On the credit side, the seats were extremely comfortable and the constantly colour changing LEDs in wall and ceiling coves were a thoughtful way of recalling the far more effective cold-cathode lighting which so beautifully lit the former Empire One. No tabs, of course, although a single track with tastefully lit tabs would, in my opinion, add greatly to the presentation and create a sense of occasion in place of today’s utilitarian feel. Remembering that the Curzon, Mayfair, Warner West End and Rendezvous and Odeon, St Martin’s Lane were all either modernised or opened with no provision for curtains, these were later added at all these venues and enhanced the presentation, could the Empire follow suit? I rather doubt there is space or will for this to happen. My conclusion is that Empire’s IMAX screen is too large and too close to the seating. I prefer not to have my eyes “popped” and if I wanted to “be part of a film”, I would join the union and apply to the relevant organisation. The Empire will doubtless entertain thousands, especially with IMAX enhanced films, sadly it’s no longer a cinema of choice for me.

The IMAX and IMPACT screens are featured in the current issue of Cinema Technology Magazine. Not much new information, but some lovely pictures, and equipment is listed for the IMPACT screen.

Apparently the dividing wall weighs 90 (!) tons, is 1 metre thick, is built using 8 layers of plasterboard, and is hung from new girders in the ceiling.

The IMPACT screen has 87 JBL speakers including 5 stage speakers and 16 18" subwoofers (same as Screen 1) and some 58 surround speakers… plus 8 more 18" subwoofers in the side-walls! The Barco projectors have been moved over from Screen 1.

Unfortunately, not much info on the IMAX system other than the usual vague corporate stuff, except that all 750 seats will be available for 3D screenings once the laser projection system is installed.

Both screens are fitted with the fully-sprung “Empire” seat from Seating Concepts.

The article ends by saying that “the Empire Leicester Square has two new first class auditoria capable of producing the finest in picture and sound. Both have an undeniable ‘wow’ factor and won’t disappoint anyone.” It goes on to say that “for those of us who knew the unforgettable Empire One in its starlight glory days, [the new screens] just can’t recreate that special magical environment that went before.”

A sentiment, I think, that we could all agree with.

The IMPACT screen has Dolby Atmos sound and is impressive.I dont understand OdeonNotFanaticals rants.The IMAX screen offers a totally immersive experience.Although the original 1960s auditorium has gone Empire have done a superb job on this conversion.

This company appears to have been the acoustic consultants for the Screen 1 conversion. To quote from the linked page: “Cole Jarman are proud to have worked on this monumental scheme to transform the historic but ageing Screen 1 into two new auditoria… We provided design advice… [including] the technically challenging wall which separates the two new screens.”

On that page are also some more photos, or rather 3D renderings. The IMPACT screen is shown as having an architectural lighting scheme with strips of red lights on the sidewalls… which I did not see nor is shown in any photos so far…

Correction to previous post: The original THX guidlines were, AFAIK, for sound from adjacent auditoriums to be audible a maximum of 1% of the time.

(See p7 of http://www.diyaudio.rs/JBL/JBL%20-%20Cinema%20Sound%20System%20Manual%20(Original,%201990).pdf )

Of course this requirement is easier to meet with optical sound. Despite this, Dave Pring’s figure of 5 or 6 times for up to 30 seconds gives a maximum value of 1.6% of the time… which suggests good soundproofing.

CF100 the sound bleed was a fairly noticeable rumble heard five or six times for up to 30 seconds..However the film in question was Lucy which has several explosive scenes.

High level sign is now up on the left side of the Leicester Square frontage, the design is shown in the following application, which was refused by Westminster Council. Presumably it went to appeal.

http://idoxpa.westminster.gov.uk/online-applications/applicationDetails.do?activeTab=summary&keyVal=N153FCRPIW600

Just been back to the IMAX screen at the Empire..there is definite sound bleed from the IMPACT screen and very noticeable during Wizard of OZ (which looked fantastic) Both screens are doing good business in the evenings which bodes well for the future of the Empire but the sound bleed needs fixing.

Any pictures of the Impact screen?

Digital is so good that a cinema owned by Quentin Tarintino in LA had had a digital projector installed by the person running it. When Q T took over full control he visited the projection booth and saw the digital projector he said “ I want that out of here, this is a 35mm house”. Also this so called laser projection it will still mean the the Empire is “lie Max” as the screen is wider than it is tall{1.9:1 not 1.4:1}

A more useful note: I can confirm that there is some sound leakage from the IMPACT auditorium in the IMAX auditorium. However, it was only audible when there was no audio playing (after the main feature had ended) and it was a distant rumble, which must have been at peak levels. I have heard similar in VUE West End Screen 7, so I would guess “THX” requirements for inter-auditorium sound leakage would be met.