B&B Theatres, the fifth-largest movie theater chain in the U.S., is opening its first ScreenX auditorium at the American Dream mall in East Rutherford, NJ. The shopping and entertainment complex, which has been under construction for years due to the real estate and financial crisis of the late-2000s and then Covid in 2020, is home to a Nickelodeon-branded theme park, DreamWorks water park, and an indoor ski hill.
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. The multiplex will include multiple bowling lanes, an arcade, and food and beverage options including a restaurant and full-service bar.
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. This new format allows for more immersive storytelling and creates a unique cinematic experience that is not available anywhere else.
Brock Bagby, President and Chief Content, Programming, and Development Officer for B&B Theatres said “Expanding to the American Dream underscores our commitment to providing the most immersive and enjoyable entertainment experiences possible.” He added that their theater complex at Minnesota’s Mall of America has been a tremendous success. 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.” He added that “The American Dream offers an unmatched cinematic experience” which enhances “the appeal of this iconic New Jersey landmark” drawing visitors from around the world.”
