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."