B&B Theatres, the fifth-largest movie theater chain in the U.S., is set to open a new ScreenX auditorium at the American Dream mall in East Rutherford, NJ. Located approximately seven miles from New York’s Times Square, this shopping and entertainment complex has been opening in stages over recent years, with a development and construction process that was affected by real estate and financial crises in the late 2000s, as well as the Covid pandemic in 2020.
The companies have not revealed an expected opening date for the movie complex. ScreenX enhances traditional movie screenings by projecting additional images onto the side walls of an auditorium, providing moviegoers with a 270-degree panoramic viewing experience. The new room will have an 80-foot-wide center screen and side walls that are 82 feet each, giving a total of 242 feet of ScreenX viewing range.
Based in Liberty, MO, B&B plans to have eight screens at the American Dream, marking its first location in New Jersey. This multiplex will feature numerous bowling lanes, an arcade, and dining options including a restaurant and full-service bar. The company intends to release more information on amenities at a later date. Expanding to the American Dream shows the company’s dedication to offering immersive and enjoyable entertainment experiences, according to Brock Bagby, President and Chief Content, Programming, and Development Officer for B&B Theatres. The company’s theater complex in Minnesota’s Mall of America has been highly successful, he noted.
Don Savant, CEO & President of CJ 4DPLEX America, described B&B as a trusted and key partner in the growth of the ScreenX brand in the U.S. The addition of ScreenX to the American Dream will provide an unparalleled cinematic experience, enhancing the allure of this iconic New Jersey landmark and attracting visitors from around the world.
