IRVINE, CA—Luxury movie theaters go hand-in-hand with the trend toward experiential retail that offers a huge variety of options for shopping, dining and entertainment to serve as a backdrop for the community's social lives, Irvine Spectrum Center's general manager Blake Windal tells GlobeSt.com. The center is home to Edwards Irvine Spectrum Center 21 IMAX and RPX, one of the first megaplex theaters in the world and consistently among the top-grossing theaters in the nation with 5,153 seats, 21 screens, an eight-story IMAX screen and an RPX screen.

Irvine Spectrum recently reported that more movie-goers than anywhere in North America enjoyed “Star Wars: The Last Jedi” at its luxury theater. Thousands of “Star Wars” fans—some waving light sabers, others dressed in Kylo Ren and Luke Skywalker costumes—joined hundreds of thousands of holiday shoppers at the popular entertainment and lifestyle destination and purchased the most tickets during the first two days of the new film's showing. The theater also sold the most pre-sale tickets in the country to the highly anticipated release.

We spoke with Windal about what how luxury movie theaters impact shopping centers and their effect on sales at these retail destinations.

GlobeSt.com: What do luxury movie theaters do for shopping centers?

Windal: With the current environment of online shopping and its impact on brick-and-mortar stores, malls around the country are struggling to acquire a diverse and experiential one-stop destination with a huge variety of offerings for shopping, dining and entertainment to serve as a backdrop for the social lives of the community. Luxury movie theaters play to this strength and provide more than can be found in the experience of an average movie theater. The luxury recliners, seat-side food and beverage service, as well as the nearby lounge with plush seating coupled with the ability to reserve one's seat in exactly the location desired, all serve to reduce the friction otherwise present in the rush to make it to the theater on time and grab a meal.

GlobeSt.com: Do they translate in to more sales for the center?

Windal: Luxury theaters create a best-in-class environment that drives business over the competition while delivering an unparalleled experience for sight and sound. For example, the synergy between the Edwards Irvine Spectrum 21 IMAX & RPX and the balance of the shopping center is undeniable and inseparable since they mutually fuel each other's success.

Many customers utilize the center's valet-parking locations, then walk the center to shop at a great variety of retailers like Nordstrom, Urban Outfitters, Tilly's, Anthropologie, Hollister or LOFT. Then, before their movie, they frequently dine at any of 36 sit down restaurants and 14 additional specialty-food locations before going to see the movie. So, the luxury theaters do really bolster sales for the center.

GlobeSt.com: What other types of retail uses have a similar impact on shopping centers?
Windal: Retail destinations at Irvine Spectrum Center like Apple, Urban Outfitters, Anthropologie, H&M and Hollister serve to drive frequency of visitation. For instance, Apple's release of the iPhone X had a similar draw to that of an event movie opening, with much fanfare and a cult-like following.

The Improv Comedy Club also serves to drive business since it features headlining globally known comedians that draw volumes of guests for strolling the center, having dinner and then seeing the show.

GlobeSt.com: What else should our readers know about the Edwards Irvine Spectrum IMAX and RPX?

Windal: The Center coordinates with the Edwards Irvine Spectrum 21 IMAX & RPX regularly. For “Star Wars,” like many others, the coordination was seamless, and the Center featured a DJ and other offerings to enhance the customer experience—not only at the theater but elsewhere. Irvine Spectrum Center has always been a leader for blockbuster films.

Instant Insights /

What Luxury Movie Theaters Do for Shopping Centers

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