MOVIES: New theater (chain) in town

The 10-screen Rainbow Promenade has been a neighborhood movie fixture in the northwest (at Rainbow Boulevard and Smoke Ranch Road) for more than a decade. This weekend, however, the letters on the theater marquee are changing — from UA to AMC.

United Artists opened the theater in May 1997, when "The Lost World: Jurassic Park" and "Austin Powers: International Man of Mystery" were among the opening-day attractions. The UA name has remained on the theater ever since, even though UA has been part of Regal Entertainment Group, which operates Regal Cinemas, since 2002.

AMC's takeover of the Rainbow Promenade marks the chain's Southern Nevada debut.

Based in Kansas City, Mo., AMC is North America's second-largest theatrical circuit, with more than 5,300 screens at more than 375 locations. The company pioneered the multiscreen theater in 1963 when it opened a two-screen complex in suburban Kansas City.

Since then, the circuit's innovations range from its MovieWatcher loyalty program to Fork & Screen, which combines in-theater dining and movie watching. Selected AMC locations also offer a variety of ticket discount programs, including half-price shows Mondays through Thursdays.

No word yet on which programs will be in effect at Rainbow Promenade; repeated attempts to contact AMC's corporate office in Kansas City about the changeover proved unsuccessful.

Online ticketing and other information is available at www.AMCTheatres.com or by calling (888) 262-4386.

With AMC's arrival, Southern Nevada now has North America's three top circuits competing for locals' moviegoing loyalty: Regal is North America's largest circuit, with 6,777 screens at 548 locations, according to the National Association of Theatre Owners; Cinemark, which operates Century Theatres locally, is No. 3, with 3825 screens at 293 locations. And Rave Motion Pictures, which runs the Town Square 18 multiplex, is No. 6, with 936 screens at 62 locations.