by Michael Natelli ’14

Westfield’s Montgomery Mall is currently undergoing the first stage of a major renovation project that includes the reconfiguring of sidewalks as well as the construction of a new dining patio and high-end restaurants. The highlight of the project is a new luxury theater set to open in spring of 2014.

While Montgomery County hosts several other locations for movie-goers to enjoy a good flick, the new ArcLight Cinemas theater is prepared to give those mainstays a run for their money, and certainly gives the movie scene at Montgomery Mall a major facelift.

“The addition of ArcLight sets the benchmark for similar premier quality offerings which Westfield will deliver to our shoppers as part of this long awaited revitalization,” said Westfield senior vice president Clive Mackenzie in a statement.

The theater will hold 16 screens (as compared to a modest three in the old theater), and each individual theater will have leather reclining armchairs to provide viewers with a truly luxurious experience. Other premiums include gourmet food, commercial-free movies, reserved seating, a gift shop and even Q&A events with filmmakers according to the Los Angeles Times.

With the new décor and improved experience comes a steep price. Tickets at an ArcLight theater go for about 20 percent more than the average ticket, and can reach as high as $25. The apparent target audience will be wealthier adults with disposable income; however the palatial theater will also rely on teenagers and young adults to fill its reclining movie thrones on Friday nights.

While this business model may seem a little difficult to sustain at first sight, ArcLight’s original California location was amongst the most profitable theaters in the country last year, generating roughly $70 million in revenue in 2012. The theater will also be located just outside Potomac, which tied with three other cities for the greatest concentration of the “most wealthy one percent of people” in America last year.

ArcLight’s Bethesda location will be its first on the East Coast and will serve as a trailblazer as the franchise looks to expand nationwide.

“We’ve created a unique experience at ArcLight Cinemas and we want to share our love of film with movie lovers across the country,” explained ArcLight CEO Chris Forman in a statement. “Bethesda provides us with a great opportunity to build an ArcLight community on the East Coast and redefine the way people enjoy their movies.”