AMC will take over multiplex


You may have attended your last "$5 Tuesday" at Rave Cinemas, but the discount promotions are expected to be the only major difference as ownership of the movie theater changes hands.

Starting Thursday, AMC Theatres, the nation's second-largest theater chain, will operate the multiplex at Town Square, 6587 Las Vegas Blvd. South.

According to Ryan Noonan, AMC's public relations director, the theater will honor existing Rave gift cards and passes through early July and will institute the AMC Stubs rewards program right away.

For a $12 annual fee, AMC Stubs members receive $10 in credits for every $100 spent, free upgrades to the next size on concessions and no fees for Fandango purchases.

The theater also will offer $5 movies before noon, seven days a week.

Rave opened the theater in November 2007, but the chain began selling its assets in October. AMC, which bought the Rainbow Promenade multiplex, 2321 N. Rainbow Blvd., in 2010, bought the 18-screen Town Square location earlier this month.

"We felt like it was an important market to be in and an opportunity to kind of strengthen our position there," Noonan said. "We're excited to be able to bring the AMC experience to even more guests there."

Noonan didn't know whether alcohol sales would continue at the theater but noted that AMC operates lobby bars in more than 20 locations under the MacGuffins brand.

Troy Freeman, who opened the theater's lounge last year, said he hadn't been contacted by AMC officials and would continue serving alcohol until further notice.

Noonan said details about any other possible changes would have to wait. There is not even a timetable for when the signs will be switched out.

"We're kind of in the middle of a huge initiative around the country with some enhancements ... but this is such a new acquisition - we haven't even taken over yet - that we wouldn't be able to announce anything at this point."

One definite change: The theater's show times will no longer appear in the Las Vegas Review-Journal because AMC's corporate strategy doesn't include newspaper advertising.

 

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