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Theatre with immersive, panoramic screen to open at N.J. mega-mall

B&B Theatres ScreenX
The new B&B Theatres at American Dream will be its first location in New Jersey.

A new entertainment venue that includes state-of-the art immersive cinema technology is coming to American Dream.

B&B Theatres, the fifth largest theatre chain in America, is opening a cinema and entertainment experience at the East Rutherford, N.J. mega-mall that will house the largest ScreenX auditorium in the world. ScreenX, developed by CJ 4DPLEX, is billed as the world's first multi-projection cinema "that enhances the traditional movie-going experience by extending the screens onto the surrounding walls of the auditorium," and offers viewers a 270-degree panoramic viewing adventure.

The ScreenX location at American Dream will feature a massive 80-foot-wide center screen and side walls measuring 82 feet each boasting 242 feet of ScreenX viewing range for the moviegoer. In addition to the ScreenX auditorium, the B&B venue will include eight screens of "cutting-edge cinematic technology" with heated, leather electric recliners in every auditorium, multiple bowling lanes, a full redemption arcade and various food and beverage options such as a restaurant and full service bar.

The new B&B Theatres will bolster American Dream’s growing entertainment venues. Last month, the mall announced the opening of The Gameroom Powered by Hasbro, a 41,500 sq.-ft. entertainment center featuring arcade games, attractions, retail and full-service dining.  On July 19, the mall will host the Arena Football League’s 33rd ArenaBowl Championship at The Rink.

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"We are ecstatic that B&B Theatres will open its first New Jersey location at American Dream, offering our guests yet another exceptional immersive entertainment experience," said Bryan Gaus, senior VP and general manager of American Dream. "American Dream truly offers something for everyone with endless ways to relax, unwind and enjoy quality time with friends and family. This new development is poised to not only enhance the entertainment landscape of American Dream but also further solidify B&B Theatres' position as a leader and innovator in the cinema and entertainment space.”

 B&B operates 550 screens at 57 cinema locations in 15 states, including three under construction.

"We are excited to announce this deal with the American Dream," said Brock Bagby, president and chief content, programming, and development officer for B&B Theatres. "This new location underscores our commitment to providing the most immersive and enjoyable entertainment experiences possible. Our presence at the Mall of America has been a success, and we are eager to bring our blend of cinema and entertainment to even more guests at the American Dream. Stay tuned! What we have in store is worth the wait!"

American Dream, developed by Triple Five Group, features more than 3 million-sq.-ft. of retail, dining, and entertainment options.

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