Moviegoers are continually seeking immersive and visually stunning cinematic experiences. AMC Theatres, a leading movie theater chain, is enhancing its commitment to this pursuit with “Laser at AMC,” a significant upgrade to its projection technology. In partnership with Cinionic, a cinema technology provider, AMC is set to install laser projectors in 3,500 auditoriums across the United States by the end of 2026, representing a quarter of a billion-dollar investment in enhanced cinematic presentation. But what exactly is Laser at AMC, and what does it mean for your next trip to the movies?
Laser at AMC represents a significant leap forward in cinema projection technology. Traditional digital projectors, while effective, are being replaced with state-of-the-art laser projection systems provided by Cinionic. This upgrade promises a noticeably superior visual experience for audiences. The core benefits of Laser at AMC, powered by Cinionic laser projection, include a dramatically improved picture contrast, resulting in deeper blacks and brighter whites, and a more dynamic and detailed image overall. Furthermore, laser projection delivers more vivid and richer colors, bringing films to life with a wider and more accurate color spectrum. Crucially, Laser at AMC ensures maximum picture brightness with guaranteed light levels that surpass standard 2D digital projection, meaning you’ll enjoy a brighter, clearer picture, no matter where you sit in the auditorium.
Alt text: Technicians installing state-of-the-art laser projection system in an AMC auditorium, upgrading to Laser at AMC technology.
Cinionic, in collaboration with its founding partner Barco, has been at the forefront of laser cinema technology since 2014. With over 30,000 laser projectors already installed in cinemas worldwide, their expertise in this field is undeniable. AMC’s decision to partner with Cinionic underscores their commitment to providing cutting-edge technology to their audiences. The rollout of Laser at AMC is facilitated by Cinionic’s innovative Cinema-as-a-Service program, which minimizes the upfront capital investment required by AMC. This allows AMC to bring the benefits of laser projection to a vast number of theaters quickly and efficiently, making premium cinema experiences more accessible to moviegoers nationwide.
It’s important to note that Laser at AMC is not AMC’s first foray into laser projection. AMC already utilizes laser projection in its Premium Large Format (PLF) auditoriums, including Dolby Cinema at AMC, PRIME at AMC, and select IMAX at AMC locations. Laser at AMC, however, expands the availability of laser-powered cinema to a much wider audience, beyond just the premium format screens. This initiative signals AMC’s dedication to raising the baseline moviegoing experience across a larger number of its screens.
Alt text: Side-by-side comparison showcasing enhanced picture quality of laser projection versus traditional digital projection, highlighting improved contrast, color vibrancy, and brightness.
According to Adam Aron, Chairman and CEO of AMC Theatres, Laser at AMC is a key part of AMC’s strategy for the future of moviegoing. He emphasizes that even during challenging times, AMC has been focused on enhancing the guest experience. Laser at AMC builds upon AMC’s leadership in premium experiences established through partnerships with IMAX and Dolby. By partnering with Cinionic, AMC is bringing a premium on-screen presentation to a significant portion of its theaters in a financially responsible way, while also embracing a “greener way to go to the movies,” likely referring to the energy efficiency of modern laser projection systems compared to older technologies.
Wim Buyens, CEO of Cinionic, reinforces the long-term vision behind this partnership, stating that together with AMC, they are delivering the “laser difference” that can only be truly experienced in a cinema setting. He highlights the Cinema-as-a-Service program as enabling this broad rollout and emphasizes Cinionic’s dedication to investing in the future of cinema and providing an elevated, consistent, and laser-powered big screen experience for the next generation of moviegoers.
In conclusion, “Laser at AMC” is AMC Theatres’ nationwide initiative to upgrade thousands of auditoriums with Cinionic laser projection technology. This upgrade promises moviegoers significantly enhanced visual quality, including improved contrast, more vivid colors, and superior brightness, offering a more immersive and enjoyable cinematic experience. As AMC rolls out Laser at AMC across its locations, audiences can look forward to a brighter, more vibrant, and more engaging moviegoing experience at their local AMC theater.
