R/C Reading Movies 11 & IMAX officially unveiled a renovated IMAX auditorium Thursday, marking the first phase of a broader upgrade project at the downtown theater.
Local officials joined R/C Theatres President and CEO Scott Cohen and company representatives for a ribbon-cutting ceremony celebrating the completion of renovations to the theater’s IMAX experience at 30 N. Second St. in Reading. The upgrades include luxury heated recliners, next-generation IMAX projection, immersive sound technology, and a new screen designed to deliver a brighter and clearer picture.
“This is the second evolution of the Reading Movies 11 & IMAX,” Cohen said during the event, noting that the project represents a significant investment in the theater’s future.
Shelbi Gutowski, R/C Theatres director of business strategy, said the renovated auditorium is the first step in a larger modernization effort.
“The IMAX portion is the first part,” Gutowski said. “Second part will be luxury heated recliners everywhere.”
Additional renovations are planned throughout the summer and fall, with heated recliners scheduled to be installed in the theater’s remaining auditoriums while the facility remains open to the public.
Gutowski said the new IMAX screen is three times brighter than the original and is paired with upgraded projection and sound systems designed to enhance the moviegoing experience.
Despite the extensive improvements, theater officials said ticket prices will not increase.
“We’re keeping our ticket pricing as is,” Gutowski said. “We’re very conscious of the economy.” She noted that Bargain Tuesdays will continue to offer $6 movie tickets, along with discounts for students, seniors and military members.
The Reading location remains the only IMAX theater in Berks County.
Mayor Eddie Morán praised the company’s continued investment in downtown Reading and its long-standing commitment to the community.
“It shows that these kind of investments are progressing our city to what we hope that it continue to be — a regional destination for entertainment,” Morán said.
Morán also highlighted the theater’s partnerships with local organizations and community programs, including sensory-friendly movie experiences for children with special needs and participation in city events throughout the year.
Several elected officials attended the ceremony, including Berks County Commissioners Christian Leinbach and Michael Rivera, state Rep. Johanny Cepeda-Freytiz, and Reading City Council President Donna Reed. Speakers emphasized the theater’s role as both an entertainment venue and a community gathering place.
As part of its ongoing community programming, the theater will host a special IMAX 3D showing of ‘The Blue Angels’ on June 5 following the Mid-Atlantic Air Museum World War II Parade in downtown Reading. Tickets for the showing will cost $1.
The ceremony concluded with a symbolic ribbon cutting using a strip of IMAX film from the Harry Potter movie ‘Harry Potter and the Chamber of Secrets’, rather than a traditional ribbon.