Penske Media’s New Theater Signals a Shift in Industry Screenings and Immersive Entertainment
Penske Media Corporation (PMC), parent company of Variety, has opened a state-of-the-art movie theater at its West Los Angeles headquarters. This isn’t just a perk for employees; it represents a growing trend toward bespoke screening experiences and a demand for high-fidelity audio-visual technology within the entertainment industry.
The Rise of Private Cinema and Immersive Sound
The new theater, seating up to 99 people, is equipped with Dolby Atmos and Dolby Vision technologies. This focus on premium audio-visuals highlights a broader industry move toward creating more immersive experiences. The 43-speaker Dolby Atmos system is designed to deliver 360-degree sound, enhancing the feeling of being fully enveloped in the film.
Nelson Anderson, SVP of creative at PMC, emphasized the immersive quality, stating the theater “has the most channels available, so that when you’re in the theater, you really do have that 360-degree sound.” This level of detail suggests a desire to replicate, or even surpass, the cinematic experience offered in traditional multiplexes.
Beyond Premieres: A Hub for Content Showcase
The theater isn’t solely intended for premieres. PMC envisions it as a venue for screenings, events, and a showcase for content from its brands, studios, streamers, and network partners. Jerry Ruiz, PMC’s senior vice president of operations and finance, noted the theater offers “an extraordinary screening venue to showcase their content to the most influential people in the industry.”
This suggests a shift away from relying solely on large-scale film festivals or traditional cinema releases for initial exposure. Having a dedicated, high-quality screening room allows companies to control the viewing environment and present their work to key decision-makers in a more intimate setting.
Design and Accessibility: A West LA Focus
The interior design was overseen by RIOS, and the space includes a full bar and concession area, alongside a third-floor amenity deck for pre- and post-film events. Jay Penske, chairman and CEO of PMC, highlighted the theater’s ability to “bring stories to life in an immersive way that honors the artistry of filmmakers.”
Anderson likewise pointed out the convenience factor, stating the goal was to provide a state-of-the-art experience for filmmakers and industry professionals in West Los Angeles, eliminating the need to travel to Hollywood. This localized approach could encourage more frequent screenings and foster a stronger sense of community within the West LA creative scene.
Tech Specs at a Glance
- Sound System: Dolby Atmos 7.1 – 43 speakers
- Projection: Dolby Vision Laser Cinema Projection – Christie Model #E3LH
- Screen Size: 117″ H x 264″ W with motorized 4-way masking
- Seating Capacity: 99 seats
- Amenities: Full bar and concession area
Future Trends: What This Means for the Industry
The Boutique Cinema Experience
PMC’s investment signals a potential rise in “boutique cinema” experiences – smaller, more exclusive screening rooms offering superior technology and personalized service. These spaces cater to a discerning audience and provide a more intimate alternative to large commercial theaters.
Immersive Audio as a Standard
The adoption of Dolby Atmos and similar immersive audio technologies is likely to become more widespread. Consumers are increasingly demanding higher-quality audio experiences, and studios are responding by incorporating these technologies into their productions and screening facilities.
Localized Entertainment Hubs
The emphasis on serving the West Los Angeles community suggests a trend toward decentralized entertainment hubs. Rather than concentrating all activity in Hollywood, we may see more high-quality screening and production facilities emerging in other areas, fostering local creative ecosystems.
FAQ
What is Dolby Atmos? Dolby Atmos is an immersive audio technology that creates a 360-degree sound experience, placing sounds precisely where they should be in the cinema.
What is Dolby Vision? Dolby Vision is a high dynamic range (HDR) imaging technology that delivers greater brightness, contrast, and color accuracy for a more lifelike picture.
Who will have access to the PMC theater? The theater is intended for apply by PMC’s brands, studios, streamers, network partners, and potentially filmmakers and industry professionals in the West Los Angeles area.
How many seats are in the theater? The theater has a seating capacity of 99.
Did you grasp? The theater’s 43-speaker system represents one of the highest channel counts available in a screening room, maximizing the immersive audio experience.
Pro Tip: When evaluating screening venues, prioritize those with Dolby Atmos or similar immersive audio technologies for the best possible sound quality.
Want to learn more about the latest advancements in cinema technology? Explore Dolby’s professional solutions.
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