[Local News] AMC BOWS REDONE MAPLE RIDGE 8

A little less than two years after Dipson unveiled the "new" Flix with DBox motion seats and (p)leather stadium rockers, it's AMC Theaters' turn to spice up the WNY movie-going scene. The company's last outpost in WNY, the Maple Ridge 8 in Amherst was long overdo for a makeover and the new place impresses with game changing luxury amenities. AMC has come along away - virtually retreating from the market, selling off all of what they bought from General Cinema 2000 and closing their vintage 70's Como Park theaters. Recently the firm was acquired by Chinese conglomerate the Wanda Group, and since AMC has redone about 25 complexes with plush recliners  - its only Rochester outpost (Webster) converted earlier this year.

At first glance - the exterior is pretty much the same with a fresh paint job and an updated logo (note "AMC Theaters" is now simply "AMC"). Spiffy - the lobby contains the usual amenities including ticketing kiosks and a new box office with LCD screens promising "AMC Amazing".

AMC's CEO and president, Gerry Lopez was hired away from Starbucks and that seems to be reflected in the company's new strategy (hey - as long as they don't charge me twice what Timmy Hortons does for the same thing - am I right, WNY?). Like Starbucks this is a more upscale version of....Tim Hortons (or shall we say Regal and Dipson) and its full of choices beyond just popcorn including premium chocolates (Godiva bars!), healthier snack packs, touchscreen self serve coke freestyle machines that allegedly contain 100+ flavor combos including our favorite Pibb, and hot foods including chicken fingers, curly fries, mozzarella sticks, chicken sliders, mini-pizzas, and hot dogs.

For research purposes we tried the chicken tender combo (with a large soda and curly fries). It was good but more expensive than Regal's food options (at Orchard Park and Transit Center). Regal offers a chicken sandwich, fries and large drink combo for about $12.75 - as you'll see AMC's combo is $18.75 (and the theater doesn't have forks)! Well, to be fair the price was $18.25, with a 50 cent discount for using my AMC Stubs card. The AMC Stubs card is the only movie loyalty card in town that you have to pay for (Regal's Crown Club is free to join, while Dipson's gift cards are their rewards cards - so at Dipson you have shell out something but you get 100% of it back - - to be fair AMC is currently running a deal where they're giving you $10 in bonus bucks for your $12 annual membership fee). The programs are a little different with Dipson and Regal offering rewards at every $50 (including free tickets, popcorn and soda), and AMC offering free popcorn and soda size-upgrades and $10 bonus bucks for every $100 you spend). Regal also offers discounts like $2 popcorn and $2 candy on certain nights.

But back to AMC Maple Ridge: the hallways are all newly done too and look spiffy - again the Starbuck-ing of our good ol' 80s -plex (Market Arcade desperately needs to be the next in WNY!). Unseen here because it'd be creepy to take a photo - but still worth noting, are that the bathrooms were also spruced up. But now into the auditorium and the seats - woah...........

Plush leather reclines in an arrangement that's not quite stadiums seating (it's tiered seating) - they allow you to fully kick back and recline - and they are super comfortable. Plush leather-like material with silent push button motion (or keep moving the seat back and forth to simulate the D-Box experience over at Dipson Flix!). And for those that are germaphobic I'm happy to report the theaters were spotless. I also witnessed a bottle of alcohol-based cleaner holstered to one of the wheeled in garbage cans they use to clean between shows. Good to know they get a spray-down!

The projection (like all theaters except for Market Arcade and Movieland) is digital with great sound to keep you awake and engaged even if the movie blows. This is top tier luxury for low first run ticket prices - the theater has a price structure that's a little confusing - ranging from $4.50 (in the mornings) to $6.75 (on weekday evenings) with a top 2D ticket price of $9.00 on weekends. This is all well below Regal's weekend evening adult 2D price is $10.50, and Dipson's $9.50 (with a $2.50 discount on Tuesdays). 

There's no word on if AMC will shoot ticket prices up to a luxury price point - although it's been alluded to by corporate spokesman and captain of the vague answer, Ryan Noonan who said "based on supply and demand, we may make a change to ticket pricing" in an article about a Denver location. Denver's Flatiron location has a bar and reserved seating (Maple Ridge appears to be set-up for reserved seating but as of this week it's open seating). The Screening Room is the only theater in town with a small bar - while only Flix's D-Box seats are reserved.

All and all - the theater offers something no one in Western New York is doing for a price that's presently lower than anyone else in town. (Except for that tasty, overpriced chicken tender combo). With AMC renovating theaters nation-wide I imagine the folks at Regal, the number one chain in the country (and in Western New York) must be ready to follow suite. I'm proud to say I've seen the future of movie-going and its at a complex I barely attended before - I'll be back. AMC has also recently expanded showtimes including morning shows during the week and late shows (as I imagine this theater is going to frequently sell out - bigger seats means capacity was greatly reduced) which means more showtime choice even if they're showing less titles, as they still only have 8 screens to program.

Tickets, Showtimes and Prices at AMC's website.

Have you been to the "new" AMC Maple Ridge yet? If so, what did you think?