Fort Rucker Post Theater celebrates digital, 3-D upgrades
October 31, 2013
FORT RUCKER, Ala. (October 31, 2013) -- Nearly a year after closing its doors to moviegoers, the Post Theater here will celebrate a grand-reopening Nov. 8. For the first time, Fort Rucker Soldiers and Families will be able to drive, or even walk to the theater, and take in first-run and Disney 3-D movies, according to Army and Air Force Exchange Service.
Last January the theater was closed because it was unable to accommodate the digital format of new movies, according to Sue Antonello, AAFES marketing manager.
"Outdated equipment and the fact that movies could only be shown on the installation theater 6 to 8 weeks after release to the commercial theater resulted in low customer attendance. The motion picture film industry is switching from 35mm film prints to an all-digital projection format. The industry conversion to digital will be almost 100 percent complete by the end of 2013. As a result, Exchange Reel Time theaters had extensive reviews conducted to determine the cost-effectiveness of converting to the digital format," she said.
"The Exchange reevaluated the Fort Rucker theater, and the decision was made to invest an estimated $160,000 to convert to the new digital system and update the lobby and concession areas.
"The upgrades are now complete and we eagerly await our first digitally formatted showing, With the technical upgrades in place, Fort Rucker Soldiers and Family members will enjoy an exciting quality of life enhancement," she said.
"Not only is the theater equipped to handle all new releases, without the previous long delays, but with the new set-up and an agreement with Disney, Fort Rucker moviegoers will enjoy first-run 3-D motion pictures as well," she said.
"The quality of the digital viewing is something that our patrons need to come out and experience for themselves, along with updated snack bar and tasty menu items. There is nothing like fresh 'theater' popcorn. Everything in the snack bar is being updated…even the popcorn machine!" said Chris Ward AAFES Public Relations Specialist.
"Movies rated G/PG/PG13 will be the focused content of the majority of movies shown. There will be some R rated movies for the mature audiences, and we will be able to show first-run Disney movies that will include 3D!" he said.
AAFES will celebrate the grand-reopening with the PG-13-rated feature presentation, "Thor: The Dark World."
"This is an American superhero film featuring the Marvel Comics character Thor, produced by Marvel Studios and distributed by Walt Disney Studios Motion Pictures, according Antonello.
"Showtime is at 7 p.m., so come early to get a good seat and enjoy the grand opening event. We will surprise guests with prizes, games and special appearances! See you at the Movies!" she said.
The following week, on Nov. 16 at 7 p.m., Fort Rucker has been selected to pre-screen the R-rated movie "Home Front."
This free showing features former drug enforcement agent, Phil Broker, a family man who moves off the grid with his daughter, to a seemingly quiet bayou backwater to escape his troubled past. However, Broker's world soon becomes anything but quiet once he discovers that an underbelly of drugs and violence riddles the small town.
Moviegoers will want to arrive early for this action-adventure pre-screening, scheduled to open in theaters, Nov. 27.
Although not all movies are free, the AAFES pricing structure is competitive. "Under our agreement with Disney, our pricing of first-run movies needs to be 20 percent lower than the nearest theater outside the gate. But because the theaters outside the gate offer military members a ticket price of $6, we are matching that," Ward said.
With the reopening of the theater here, Fort Rucker Soldiers and Family members will enjoy, first-run movies in a virtually new theater at competitive pricing, and they won't even have to leave post.