David Wilcox knew he had to invest in the latest state-of-the-art projection technology to keep his movie theater operating for the future. That’s why the owner of Wilcox Theatres installed all-digital Sony 4K projection for each of the four screens at his Vicksburg, Miss., location.
But, to Wilcox, running a successful movie theater is about more than showing movies in the highest quality possible. It’s about making an investment in the local community, where residents often view the local theater as an entertainment hub and a destination. The local exhibitor is focused just as much on family as it is on first-run features.
“Our demographic is family-oriented, so we really emphasize PG-13 and PG movie offerings,” Wilcox said. “We also try to keep our ticket pricing modest to make it attractive enough for the community to be able to come out as a family and enjoy the latest movies.”
The new projection upgrade, which also includes 3D capabilities, comes just in time as several big holiday releases are hitting the theater in November, including “Twilight: Breaking Dawn – Part 2,” “Rise of the Guardians 3D,” and “Life of Pi.”
Wilcox and his team carefully researched all available projection options and elected to skip 2K offerings, choosing instead to “future-proof” their operations with 4K technology.
“This is the direction where everything is headed, and 4K clearly is the future of presentation quality,” he said. “It was important for us to transition to the highest-quality digital to continue to bring the latest releases to the community, and to give our customers the best venue for enjoying movies.”
Wilcox leased and restored the theater in 2008. At the time, the theater had been closed for several years and the mall it was located in had lost many customers to the newer shopping developments in the Jackson, Miss., area.
Wilcox worked closely with mall developer Mike Carlisle, whose “Shop Vicksburg” economic development program supports local businesses and entrepreneurs.
“Wilcox Theaters’ state-of-the-art technology upgrade is an important statement for our community,” Carlisle said. ”Vicksburg residents no longer have to drive 45 minutes to see the latest 3D movie or new release. We now have it available here, in the highest quality. Wilcox Theatres is integral to our community’s future development and growth, and we are very excited to have them as a partner.”
“Working with exhibitors like David Wilcox who have a clear vision of what they want to accomplish really gives Sony a chance to demonstrate our unique ability to develop customized solutions for independent theaters,” said Mike Houser, national account manager for Sony Electronics’ Digital Cinema Solutions group. “For example, our new low down payment lease program enables the smaller independent theatre owners to make an easier entry into digital technology, to offer the best viewing experience in 4K to their customers.”