Premiere Cinemas converting old Mervyn's to 16-screen theater, including IMAX auditorium

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Zach Long/Avalanche-Journal
Posted: March 24, 2011 - 10:52am

Premiere Cinema President Gary Moore speaks during a press conference on Thursday at South Plains Mall announcing the addition of a 16-screen cinema including an IMAX theater. The theater will open to November.
Premiere Cinema is bringing a 16-screen cinema including an IMAX theater to the South Plains Mall. The theater will open to November.
The former Mervyns retail space at South Plains Mall is being converted to a 16-screen cinema with an IMAX auditorium, two alcoholic beverage lounges and upscale food service.

Premiere Cinma, based in Big Spring, will operate the theater in partnertship with Lubbock-based Noret Theaters, owned by Skeet and Sarah Noret.

The Norets owned the Cinema West and Winchester theaters as well as the Showplace Cinema circuit in Texas and New Mexico.

"The Norets have wanted to build another theater in Lubbock for a long time," said Premier President Gary Moore, a long-time friend of the family.

The new cinema was announced this morning, ending months of rumors about what would become of the former big box retail space.

Interior demolition work began about two months ago, Moore said, and the mall has been working to relocate tenants along what's known as the "Mervyn's entrance" to address additional space needs for the theater.

The theater, scheduled to open in time for the Christmas holiday release season, includes a 420-seat IMAX auditorium, several premium 3-D auditoriums and smaller auditoriums seating 100 to 250 people.

Some auditoriums will be equipped with D-BOX seating technology, which involves motion-activated seats synchronized to the movie's sound track, allowing them to move with the action on the screen.

For more details, check back later tonight with Lubbock Online, or see how this story unfolds in Friday's A-J.


Professional Services Provided:

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Size: 65,545 SF
Auditoriums: 16
Opening: 2012

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