Visited the new LOOK Cinemas in Addison last night, courtesy of my son who’s an assistant manager there. We had previously been to the Gold Class theater in Allen which was awesome but went out of business. Gold Class reopened as an iPic theater, which is nice but not nearly as upscale. LOOK offers multiple experiences, so you have your choice depending on your mood. They offer:
- Evolution – a IMAX-style theater with a huge screen, often showing 3D, and Dolby’s top-of-the-line Atmos speaker system.
- The Lofts – slightly smaller theaters that offer full bar service after 5pm.
- Look and Dine – intimate theaters offering huge recliners, tray tables, and an upscale menu from Nick & Sam’s Grill (their restaurant is actually next door). Lots of nice touches here, including self-illuminated menus. Can’t wait to try this sometime soon.
- General admission – several additional theaters offer a more standard experience.
This went to the Evolution theater to see Star Trek: Into Darkness and it was really nice. The seats were comfortable, temperature was appropriate and the picture and audio quality were great. We were puzzled that there was no intro reel or background music when we entered the theater, but my son says that will be added soon. He also hopes that complimentary blankets will be provided in the premium theaters too. I agree; Gold Class offered this and it was a nice touch.
LOOK’s opening day was the premiere event of the Dallas International Film Festival. That’s quite a risk to take – I understand they had some tangles in front of a very influential audience, but even festival CEO Lee Papert said it was obvious this place had a ton of potential.
I think they’re on the right track. It takes a lot to get Grace & I to venture out to a movie theater these days, and I think we’re pretty typical. We have a big screen TV at home with cheap-but-decent speakers in our comfy living room, like a lot of people. With HD cable, a Blu-Ray player and on-demand movies, why should we go out? LOOK may have the answers: IMAX quality, gourmet food and premium service. I’ll amend this post later with reviews of the other experiences, but so far I’m impressed!