Right as you enter the theater, you're greeted by a dimly lit entryway with luxurious modern light fixtures hanging from the ceiling. A velvet ropes guide you to a lounge where you can sit and relax before your movie begins. Iconic film moments are captured in modern colorful paintings covering the walls, while digital screens at the entrance of each auditorium flash the title of the movie playing and a countdown until it begins.
Not exactly the sticky-floored, tattered-carpet, stop-kicking-my-seat movie theater everyone is used to. This is not Harkins. This is iPic — the theater that seems more like an opulent resort than an AMC.
iPic Theaters opened its doors at swanky shopping center Scottsdale Quarter in December, turning the Valley's moviegoing experience up a notch.
The concept was born five years ago, when Hamid Hashemi decided to create a new, luxurious experience for moviegoers, says Mark Mulcahy, vice president of marketing for iPic Entertainment. The Scottsdale Quarter venue is Arizona's second luxury movie theater — the first being UltraStar Cinemas, which opened in Scottsdale just two months before iPic.
“Essentially, it really has been an evolution in building a premium movie going experience,” Mulcahy says.
The iPic experience begins before guests even enter the theater. Moviegoers first head online, buying tickets and reserving the seats of their choice.
“When you come in, there is no stress,” Mulcahy said. “You know exactly where you will be sitting.”
After moviegoers make their grand entrance, the next stop is dining.
Guests have the opportunity to grab various entrees at iPic’s version of a concession stand. While the theater serves traditional food including popcorn, candy and soda beverages, guests can also enjoy a more elegant salads, flat-bread pizzas and chocolate-covered strawberries. Not only can guests eat their food in the lounge, they may also bring food into the lavish theater to enjoy while watching their film.
Nearby the auditoriums is Salt, a bar that boasts a collection of more than 70 tequilas. People can order drinks and visit the bar even if they are not going to the movies.
Once guests finally enter the auditorium with their amenities, they are greeted by an usher who guides them to their reserved seat.
The two-tiered theater offers two seating categories: Premium and Gold Class. Those who chose the Premium section can enjoy the comfort of spacious leather seats, each with a tray to place their food on.
Guests who choose the Gold Class seating are treated to reclining seats, complimentary gourmet popcorn, valet parking, pillows and blankets. They can also have their food served to them during the first 20 minutes of the film.
Once the film begins, high-tech digital technology booms from the screen. The sound and images take audience members from the luxury of their comfortable seats and delicious food into the movie itself.
Tickets are $17.50 for Premium seating and $25 for Gold Class. (Cost does not include food and beverage.)
Mulcahy recommends arriving at the theater at least 30 minutes before the movie begins and purchasing tickets a day or two in advance, especially if a new movie is being released.
If you go...
iPic Theaters 15257 N. Scottsdale Road, Ste. F-230, Scottsdale 480-483-3232, ipictheaters.com Screening times vary — see website for more details.
Reach the reporter at clhahne@asu.edu
