By Daniel Garris

Lionsgate's The Divergent Series: Insurgent grossed $3.76 million on Tuesday to lead the daily box office for a fifth straight day. The second installment of the young adult series starring Shailene Woodley increased 19 percent over Monday. In comparison, last year's Divergent increased 17 percent on its first Tuesday to gross $4.19 million. Insurgent has grossed $59.18 million in five days, which is on the very low end of pre-release expectations. The film is running 5 percent behind the $62.38 million five-day start of Divergent (which didn't have the added advantage of higher priced 3D admissions that Insurgent has).

Cinderella held steady in second place with $3.04 million. Disney's blockbuster fairy tale adaptation was up 22 percent over Monday, but still down 48 percent from last Tuesday. Cinderella has clearly taken a bit of a hit from the arrival of Insurgent, but is highly likely to stabilize going forward thanks in part to strong word of mouth. The twelve-day total for Cinderella stands at an impressive $128.04 million. That places the film 6.5 percent behind the $136.94 million twelve-day take of last year's Maleficent (which, unlike Cinderella, had the added advantage of higher priced 3D admissions).

Warner's Run All Night took in $0.649 million to remain in third. The Liam Neeson led action thriller was up 33 percent from Monday and down 43 percent from last Tuesday. Run All Night has grossed a modest $20.78 million through 12 days of release. That places the film 4.5 behind the $21.76 million twelve-day gross of last year's A Walk Among the Tombstones.

Fellow action thriller The Gunman took in $0.562 million to continue to claim fourth. The Sean Penn led film from Open Road was up 24 percent over Monday's performance. The Gunman has grossed just $6.04 million in five days. That is below the film's already modest expectations and is 54 percent softer than the $13.03 million five-day start of Run All Night at this point last week.

Do You Believe? landed in seventh place for the day with $0.387 million. The faith-based drama from Pure Flix was up 18 percent over Monday. Do You Believe? has grossed $4.31 million in five days, which is a bit below expectations. The film will hope to hold up well going forward with aid from the upcoming Easter holiday.

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christie.pngChristie Partner CLACO Equipment Brings Christie Vive Audio to Utah Theatres

CYPRESS, Calif. (March 25, 2015) - Christie® Solaria® Series 2K/4K Projectors and Christie Vive AudioTM cinema sound systems are powering 12 of the 13 screens at the new Larry H. Miller Megaplex Theatres in Vineyard, Utah, which held its grand opening ceremonies on March 13. Installed by Christie partner CLACO Equipment & Services, the new Megaplex is an integral part of an ongoing revitalization of the former Geneva Steel Site property. It combines the visually stunning images of Christie 2K/4K projectors with the audio excellence of Dolby technology and the Christie Vive Audio system, the first to be installed in Utah.

Ten of the Christie-powered auditoriums feature Dolby Surround 7.1; the other two are configured to meet Dolby Atmos® sound specifications. They deliver a breathtaking, immersive experience with sound that is marked by astonishing clarity, richness, detail, and depth.

Founded by Utah Jazz owner Larry H. and Gail Miller, Megaplex Theatres is among the top grossing theatre chains in the United States. The new location in Utah marks the 18th theatre complex to be opened by Miller. Hailed by community leaders as a vital entertainment destination, the theatre has created approximately 100 new jobs and is attracting additional retail, entertainment, and residential growth in the region.

"We consider ourselves a part of the community and strive to bring quality entertainment to all our guests," said Jeff Whipple, vice president, Advertising, Marketing, and Public Relations for Megaplex Theatres. "CLACO Equipment helped us deliver the best movie-viewing experience available today, and their choice of Christie Solaria projectors, Christie Vive Audio components and Dolby technology ensures every patron in every seat enjoys the ultimate visual experience and premium, immersive sound."

The new Megaplex Theatres accommodates approximately 3,000 guests. It includes amenities such as motion seats that move in synch with the movie, luxury lounge, premium seating, and a full-service food court. Christie auditoriums feature High Frame Rate (HFR) and four auditoriums feature 3D projection systems for stunning, life-like images. They also feature Christie Vive speakers configured to the highest standards to meet Dolby specifications for a life-like audio experience. Dolby Atmos/Christie Vive auditoriums feature Christie Vive LA3 and LA4 screen channels with LA4S wall surrounds, and LA3C ceiling speakers. Dolby Surround 7.1 auditoriums are wired with Christie Vive LA1 and LA3 screen channels with LS3S wall surrounds.
"We worked with Megaplex Theatres from the design stage to the final installation, and Christie was always our first choice for digital cinema," said Eric Butterworth, sales manager for CLACO Equipment & Services. "We have installed hundreds of Christie projectors and stood behind the brand for more than 30 years because all of their products are backed by expert customer service. The introduction of Christie Vive and the amplifier's five-year warranty were a game changer for us. The warranty, especially, is the best in the industry and attests to the confidence that Christie has in the reliability of their products."

"We are pleased that CLACO and Megaplex Theatres have selected Christie Solaria 2K/4K digital cinema projectors and Christie Vive Audio, combined with the superior audio experience of Dolby, to ensure all of their guests enjoy the highest quality movie-going experience," said Patrick Artiaga, director, Business Development, Audio, Christie. "We are proud to be part of the Megaplex Theatres family, because they play a prominent role in their community, offering exceptional entertainment and a great value."

About Dolby Atmos
Dolby Atmos delivers moving audio-sound that can be precisely placed and moved anywhere in three-dimensional space, including overhead. It brings entertainment alive all around the audience in a powerfully immersive and emotive experience. Since its introduction in the cinema in 2012, Dolby Atmos has been embraced by all the major Hollywood studios, 11 Academy Award® winning directors, and 23 Academy Award winning sound mixers, among others. Now people can enjoy Dolby Atmos in the cinema, in their home theaters, and on mobile devices. To learn more about Dolby Atmos, visit

About Claco Equipment & Service
CLACO Equipment & Services is the complete theater supply & service company. It represents all major manufacturers of motion picture theater equipment and is a specialist in new installations, upgrades and maintenance, from 35mm Film to digital cinema, projection booth, auditorium and lobby. Founded in 1980 and based in Salt Lake City, UT, it has grown to service almost all of the Western United States, offering a full line of cinema supplies and parts both new and used. Visit

About Megaplex Theatres
Megaplex Theatres operates 18 locations across Utah and southern Nevada with a total of 193 screens, including five IMAX screens as well as a strategic partnership with the Mammoth Screen at Thanksgiving Point in Lehi.

Founded by the late Larry H. Miller, Megaplex Theatres are frequently among the top grossing in the nation and recognized as Utah's favorite movie theatres. In addition, Megaplex Theatres feature regular and large-format movie screens, dinner and a movie gift options, conference and auditorium rental and an industry-leading guest services team. Megaplex Theatres show times and other group information may be found on the web at or by calling (801) 304-4636. Guests are also invited to follow their favorite films on Facebook at and on Twitter @MegaplexTheatre.

About Christie®
Christie Digital Systems USA, Inc. is a global visual technologies company and is a wholly-owned subsidiary of Ushio, Inc., Japan, (JP:6925). Consistently setting the standards by being the first to market some of the world's most advanced projectors and complete system displays, Christie is recognized as one of the most innovative visual technology companies in the world. From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images. Visit for more information.


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reald.pngDeal Marks First LUXE installation in Bulgaria, Delivering a Premium, Large Format Auditorium for Ultimate Out-of-Home Entertainment Experience

Sofia and LOS ANGELES (March 25, 2015) - Global 3D and visual technology company RealD Inc. (NYSE: RLD) and Bulgaria's largest cinema exhibitor, Arena, announced today an agreement to install the first "LUXE: A RealD Experience" (LUXE) auditorium in the Arena West location in Sofia, Bulgaria.

The new LUXE auditorium will feature RealD 3D projection and a RealD Precision White Screen. With this announcement, Arena extends their relationship with the global licensor of 3D technologies - RealD Inc. beyond an initial installation of 58 screens since December 2012.

"In addition to the existing RealD 3D offering at Cinema Arena theatres, RealD's LUXE technology demonstrates a commitment to continuing diversification and reinforces our position as the most innovative cinema chain in Bulgaria." said Stefan Minchev, owner of Arena Cinemas chain.

Introduced in 2013, LUXE is a new Premium Large Format (PLF) initiative. LUXE was first introduced in Russia, the site of 10 LUXE installations and 12 additional screens under contract. Further expansion is also due in May 2015 in 3 Broadway locations in China - Tianjing, Chengdu and Guangzhou.

"LUXE auditoriums hold the promise of a new, unified Premium Large Format brand moviegoers will find synonymous with the best available cinema experience. We look forward to continuing our work with Arena, bringing the LUXE brand to life so moviegoers can experience best-in-class 3D visuals, audio and seating that will combine to create the ultimate out of home entertainment experience," said Bob Mayson, Managing Director of RealD Europe Ltd.

"LUXE: A RealD Experience" is the Premium Large Format (PLF) initiative introduced by RealD in 2013 with the aim of unifying the exhibition community under a single brand and a goal of becoming synonymous with the ultimate out of home entertainment experience.

The LUXE auditorium meets minimum technology specifications to assure a premium cinema experience, such as: usage of RealD 3D, the industry's brightest 3D projection technology; wall-to-wall / floor-to-ceiling screen, 24 meters in width; 3D sound; auditorium rakes to optimize patron's views and more.

Additional exclusive new technologies to be announced are expected to be incorporated into LUXE auditoriums.

RealD is the world's most widely used 3D cinema technology with approximately 26,500 auditoriums equipped with RealD 3D by approximately 1,000 exhibitors in 73 countries around the world.

About RealD Inc.
RealD is a leading global licensor of 3D and other visual technologies. RealD's extensive intellectual property portfolio is and can be used in applications that enable a premium viewing experience in the theater, the home and elsewhere. RealD's core business is the licensing of RealD Cinema Systems and the product sale of RealD eyewear to motion picture exhibitors to enable a premium viewing experience for 3D motion pictures and alternative 3D content in the theater.
RealD was founded in 2003 and has offices in Beverly Hills, California; Boulder, Colorado; London, United Kingdom; Moscow, Russia; Shanghai, China; Hong Kong; Tokyo, Japan; and Rio de Janeiro, Brazil. For more information, please visit our website at
About Kino Arena

Kino Arena is the leading exhibitor in Bulgaria and pioneer in introducing the Digital cinema format, live satellite transmissions and 3D digital technology in the country.
With the introduction of the Luxe Theatre in Kino Arena West Sofia, the exhibitor has continued to provide technological advancements and modern cinema design, in order to satisfy their guests, giving them maximum comfort and an exciting cinematic experience.
Kino Arena currently operates 11 cinema locations, across 6 major cities, with a total of 78 auditoriums including two standalone multiplexes with the biggest cinema auditoriums in the country.

For more information visit:

Media Contact:
Rick Heineman (RealD)
310-385-4020 or

Investor Contact:
Andrew Greenebaum / Laura Bainbridge (Addo Communications for RealD)
310-829-5400 or

Media Contact:
Boriana Neykova (Kino Arena)
+359 2 817 9999 or

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An Interview with Will Palmer, Chief Executive Officer, Movio

How can data-driven marketing transform the exhibition business?

Most leading exhibitors have invested in loyalty programs, capturing vast amounts of information that if analyzed effectively can provide fantastic insight into customer preferences. This insight allows the exhibitor to move from a mass newsletter e-mail program to a sophisticated, highly targeted and, most importantly, relevant communication strategy. This step change almost immediately increases customer engagement, which can be easily measured by the dramatic increase in e-mail open rates and lift in box office when measuring admissions against a control group.

Could you give us an example of how Movio Cinema can help exhibitors market to a specific segment of their audience?

We will use high-value customers in this example. High-value customers typically don't require a discount or offer to attend a film. If the film, actor, or director are of interest, then getting the right information to the right person at the right time is the key.

Example: High-value customers for Jupiter Ascending

- Segment customers who attend the theater more than one time per month and spend on average more than $6 on concession items, and who have watched at least two films starring Channing Tatum.

- Movio Cinema automatically removes a random control group from the target audience for post-campaign analysis.

- Send an e-mail communication with an exclusive trailer, which includes an advanced-ticket purchase option for Jupiter Ascending to the target audience.

- Compare average spend behavior and other KPIs between the targeted and control group to determine the return on investment (ROI) on the campaign;

- Use the results to improve the next campaign!

Movio is also valuable for marketing purposes outside of the theatrical business. How can a nontheatrical marketer take advantage of Movio services?

Movio has launched a new platform called Movio Media, designed for exhibitors to commercialize their data, without losing any control or ownership of the information. Movio Media primary targets are film distributors and studios, providing them in-depth insight into the moviegoing audience and a potential direct-marketing channel in cooperation with our exhibitor partners. Whilst the data and product would be of value to other advertisers and analysts, our focus is firmly theatrical.

What do you think the future holds for big data and the cinema industry?

Our focus is to create a single view of a theatrical customer across all channels, including mobile, web, social, and offline in-theater transactions. Once the theatrical business understands its customer better, the entire value chain could be positively affected:

- Customers will only receive relevant information about content they are likely to engage with.

- Exhibitors will market more efficiently, increasing ROI on each campaign. Exhibition will also schedule content in a more scientific manner.

- Distributors will target the most avid moviegoers with relevant campaigns around the world and refine their marketing spend to precise audiences. 

- Studios will determine the audience for a film or which actor, director affects box office long before investing heavily into production.

What sort of insights can Movio clients expect from the product's suite of services?

There are over 100 filters within Movio Cinema that can be combined in thousands of ways to provide insights into attendance patterns, spend behavior, film preference, campaign effectiveness, etc. A small example of the kind of insights are as follows:

- What type of campaigns generates the most ROI?

- Who are really your most valuable customers?

- Which films should we recommend to each customer?- Does social-media activity (likes, shares, retweets, etc.) actually lead to box office transactions?

Can you share with us a bit about your vision and strategy in making Movio a global offer?

Our vision is to shape the future of movie marketing. Movio's global aim is to provide the most comprehensive customer-analytics engine and campaign-management software specifically designed for film studios, distributors, and exhibitors to allow them to truly understand the theatrical audience. Movio is now in 11 countries with more than 30 million customer profiles covering 15,970 screens. We believe that with great information comes great decisions, which will empower studios to make better content, distributors to market movies more effectively, and for exhibitors to tailor the cinema experience to the core of the entire industry, the moviegoers.


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