ScreenX, a chain of multi-projection cinemas using a three-wall format developed by Korea’s CJ 4DPlex, is opening its largest global location just outside New York City. B&B Theatres, the fifth-largest movie theater chain in the U.S., said it will open the ScreenX auditorium at the American Dream mall in East Rutherford, NJ, about seven miles from New York’s Times Square. The shopping and entertainment complex has opened in stages over recent years, after a development and construction period marred by the real estate and financial crisis of the late-2000s and then Covid in 2020. A Nickelodeon-branded theme park, DreamWorks water park, and an indoor ski hill are among the offerings at the mall, which stands next to Met Life Stadium, home to two NFL teams and a regular series of concerts and events.
The companies did not offer a projected opening date for the movie complex. ScreenX expands conventional movie screenings by projecting complementary images onto the side walls of an auditorium, creating a 270-degree panoramic viewing experience for moviegoers. The new room will feature an 80-foot-wide center screen and side walls measuring 82 feet each, for a total of 242 feet of ScreenX viewing range. Liberty, MO-based B&B plans to operate eight screens at the American Dream, its first location in New Jersey. The multiplex will include multiple bowling lanes, an arcade, and food and beverage options including a restaurant and full-service bar, the company said, saying it would release more details on amenities at a later date.
Expanding to the American Dream “underscores our commitment to providing the most immersive and enjoyable entertainment experiences possible,” Brock Bagby, President and Chief Content, Programming, and Development Officer for B&B Theatres. The company’s theater complex at Minnesota’s Mall of America “has been a tremendous success,” he added. Don Savant, CEO & President, CJ 4DPLEX America, called B&B “a trusted and pivotal partner in the growth of the ScreenX brand in the U.S.” The American Dream, he added, “offers an unmatched cinematic experience, enhancing the appeal of this iconic New Jersey landmark and drawing visitors from around the world.”