Los Angeles Times

Immersive or distracting? Regal L.A. Live to experiment with 'ambient' movie theater tech

LOS ANGELES - Faced with greater competition, movie theaters have tried multiple experiments to upgrade the cinematic experience, including bigger and brighter screens and rumbling seats. But a major challenge for exhibitors is to make the experience more enticing without resorting to gimmickry.

One Los Angeles theater, Regal L.A.

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