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State-Of-The-Art IMAX® 3D Entertainment Facility Will Be A �Must See� For Anyone Visiting Broadway At The Beach
March 15, 2007, Myrtle Beach, S.C. - Destination Cinema, Inc. (DCI), a pioneer in the giant-screen film and destination theater business, will bring IMAX® 3D to Myrtle Beach, S.C. in May 2007. The IMAX 3D Theatre is six stories tall to accommodate its 60-foot tall and 83-foot wide screen upon which the IMAX 3D movies are shown. A new 50-foot tower featuring a programmable light show and 10 plasma screen televisions showing movie trailers will be featured on the building's exterior.

The exterior of the theater will be a new focal point for Broadway at the Beach and will feature larger-than-life architectural enhancements. A Great White Shark representing the Aquatic/Ocean 3D category of films will seem to be bursting from the ocean water painted on the building. Inside, a 2500-square foot retail store will feature film memorabilia and souvenirs, as well as life-size props of images from the 3D films.
"IMAX technology has evolved significantly since the original IMAX theater opened at Broadway a decade ago," said Bob Perkins, chief operating office of DCI. "So it's a good time to re-introduce Myrtle Beach and its visitors to IMAX in its big, immersive, state-of-the-art 3D format. We will be delivering an entertainment experience unlike anything else ever seen along the Grand Strand."

DCI's Myrtle Beach IMAX 3D 400-seat theater is located at Broadway at the Beach, a 350-acre entertainment complex that encircles a 23-acre lake. At less than two miles from the area's Atlantic Ocean beaches, Broadway at the Beach is known nationally as the "center of fun" for Myrtle Beach, offering shopping, dining and entertainment. DCI will open its IMAX 3D theater in an updated and renovated IMAX theater located in the southeastern quadrant of Broadway at the Beach.

"We are very excited to have Destination Cinema, Inc. bring the IMAX 3D Theatre to Broadway at the Beach," said Patrick Dowling, vice president of corporate communications for Burroughs & Chapin Company, owner of Broadway at the Beach. "Everything about the theater is new, from the building exterior to the state-of-the-art 3D technology. The giant screen, surround sound and 3D technology totally immerse theatergoers in the movies and that's an experience that hasn't been offered along the Grand Strand before. We expect the IMAX 3D Theatre to be one of the most popular attractions at Broadway at the Beach."

"We are thrilled to partner with Broadway at the Beach," said Hannah Craven, Managing Partner of Ayr Capital, an investor in Specialty Cinema. "This project will take full advantage of the core competencies of DCI and inaugurates our new growth strategy for the company."

When watching an IMAX 3D movie, the IMAX theater is filled with stunning images of exceptional quality and clarity, blended with unparalleled sound quality distributed via a proprietary digital surround sound system. For many tourists, the Broadway at the Beach IMAX® 3D Theatre will be unlike anything they can experience back in their hometowns. Visitors will be able to enjoy the newest releases and the most popular IMAX® 3D titles of all time.

"In tourism-driven areas such as Myrtle Beach, the IMAX 3D experience is a proven success," said Murray Mold, national marketing director of DCI. "Because it is such a uniquely immersive movie experience, the idea of IMAX 3D attracts tourists looking for that special experience that can make their vacation more memorable. We also find that locals enjoy making a night out at the IMAX a regular part of their entertainment line-up. DCI also has plans to reach out to local educators and students with films that are a unique marriage of entertainment and education. DCI will extend the learning experience by combining comprehensive in-classroom learning sessions with the films."

More information about the IMAX® 3D Theatre at Broadway at the Beach is available online at or by calling (843) 448-IMAX or 1-866-43D-IMAX.

About Destination Cinema, Inc.

Destination Cinema, Inc. (DCI) is a pioneer in the giant-screen film and destination theater business. DCI invented the destination film and theater concept in 1984. The company is one of the most prolific and successful operators of five giant-screen destination theaters in North America. Destination Cinema owns and operates giant-screen destination theaters in locations of historical and geographical significance: Grand Canyon, Ariz.; Niagara Falls (Canada); Niagara Falls, N.Y.; Hearst Castle, Calif.; and Victoria, B.C. The company also produced the films exhibited in theses theaters, as well as other titles distributed throughout the world. Some of these theaters feature the National Geographic brand through DCI's long-term licensing agreement with National Geographic. DCI is owned by Specialty Cinema LLC.

About IMAX® 3D

The IMAX 3D Experience�, the world's most immersive movie experience, has entertained and enlightened millions of people worldwide. With crystal clear, larger-than-life, 3D images complemented by exhilarating state-of-the-art surround sound, IMAX 3D makes audiences feel as though they literally are in the movie. One key factor behind the magic of IMAX 3D is the large field of view provided by the IMAX screen. With a viewing area much larger than conventional 3D theaters, images are able to leap off the screen and float around the auditorium.
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843-448-IMAX (4629)   |   1-866-433-IMAX