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Avco Center to Become iPic Luxury Theater

The new six-screen movie theater is expected to open in 2013.

Westwood's Avco Center movie theater, which has been advertising a "new and exciting movie going experience" , will become a luxury six-screen movie theater with a full service restaurant and bar by early 2013.

“We are excited and proud to bring the revolutionary concept of iPic Theaters to the heart of Los Angeles,” said Hamid Hashemi, president and CEO of iPic Entertainment, in a statement. "iPic prides itself in transforming the movie-going experience into the ultimate night-out."

iPic Theaters, based in Florida, announced a signed lease on Avco Center (10840 Wilshire Boulevard) on Tuesday. From their plush reclining seats, guests can summon "ninja-like servers" who deliver cocktails and meals during the movie. The theater will also have a full-service Italian restaurant called Tanzy, led by chef Andre Lane; cured meats, breads and mozzarellas at Parma Bar; and a bar serving up "liquid nitrogen mixology" and craft cocktails by Adam Seger, an award-winning mixologist and sommelier.

Steve Sann, president of the Westwood Community Council, said the news about iPic's lease is a "very positive development" for Westwood Village.

"We’re thrilled to see movie theaters come back to Westwood Village," Sann said. "We used to have 18 screens and now we’re down to three. This will take us up to nine."

While admission prices have not yet been finalized for the Westwood theater, iPic offers two tiers of tickets: a Premium seat ($14-18) and a Premium Plus seat ($24-28). The premium ticket includes a comfy chair, but it does not recline and guests purchase any additional drinks or food and bring it to their seats themselves. The premium plus ticket gets the reclining seat and the "ninja-like," in-theater service.

A representative for iPic likened the Premium ticket to a first-class seat on a plane and the Premium Plus ticket to a seat on a private jet.

Prices can be different for weekends versus weekdays, and members of iPic's free membership program get discounts. For comparison, prices at iPic's Pasadena location are $29 for a premium ticket.

A luxury theater was earlier this year.

"From the moment of arrival, guests are invited into a surprising, sensory environment," Hashemi said. "Moviegoers escape to where iconic design and contemporary luxury set the stage for an exclusive lifestyle destination — one that provides style, comfort, relaxation and remarkable technology."

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Louis Schillace August 01, 2012 at 12:51 AM
This is fantastic!!!! I would love to see Westwood become a destination again for the surrounding neighborhoods! We are all going to Century City and Westside Pavillion while there is the potential for an amazing night out right in our neighborhood. Great restaurants, now a Target and great theaters will bring the village back.
pettchr1 August 01, 2012 at 03:29 AM
$29 for a ticket? Um, no. I can bring my own pillow, blanket an popcorn.
Nancy Kissock August 01, 2012 at 03:32 PM
Not only do I not want to pay $18 to $29 for a movie ticket, I don't want people (stealth or otherwise) wandering around taking food/drink orders during the movie. Already, the chatter in theaters is disturbing. People are much too willing to talk as though they're sitting in their livingrooms. Nor do I want to sit next to someone muching away while I'm trying to engage with the film.
Angus Beverly August 01, 2012 at 04:38 PM
While it is pricey, I believe this new luxury theatre will be another destination for Westwood. Currently, the village can use a few hotspots. So as a whole I am happy for iPic's future presence in Westwood. Also, while the average movie theater ticket in Los Angeles is around $8, it is not entirely uncommon to see rates as high as $18 (like the Century City AMC theater). So movie tickets, with a comfortable seat and better service, around $18-$24 is not a huge stretch.
Marie Rickman August 01, 2012 at 08:19 PM
I would like to try this theater, but not too happy about seat pricing especially if someone next to me is ordering that would disrupt the movie. I am from Michigan the Detroit area and Westwood is a great place I'm not familiar with what is was like 10 or so years ago, but not we love it here.
Julia McAndrew August 03, 2012 at 03:17 AM
I will definitely be visiting this theatre! Westwood has some new and exciting business, and I look forward to spending my weekends there again.
san August 03, 2012 at 08:30 PM
It is nice that Westwood will have something like this, but wow (!) the price is a bit much for times like this. And to have people wandering around creating a distraction from the movie is another unnecessary item. There are already enough of those. Maybe other people can afford this, but the majority of people that I know are watching their pennies. Hope whoever goes enjoys it and gets their monies worth!

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