Irvine Spectrum’s Edwards theater adds a high-end wing
The Irvine Spectrum’s movie theater unveils its new luxury wing today with discounted tickets and popcorn.
The Edwards 21 wing includes eight upgraded auditoriums with large recliners, reserved seating and an upgraded menu.
The upgraded menu will include an Italian Bacon Chicken Melt, Caprese Flatbread, and Chocolate Thunder Cake.
For the wing’s debut, the theater will offer $5 recliner tickets, $3 popcorn and $3 soft drinks all day Tuesday. The day’s proceeds will go to the nonprofit Variety the Children’s Charity of Southern California.
The theater did not disclose how much the luxury tickets would cost, but other Regal theaters in the area sell luxury tickets as high as $19.
The wing will be closed Wednesday and re-open Thursday.
Edwards is not the only movie theater in town to get a facelift.
Theaters around Orange County have been upgrading snacks and services to include cocktails and wine, waiter service and fine food to boost sales in a lackluster market. Other theaters to add luxury elements include Cinepolis Luxury Cinemas, Island Cinema at Fashion Island and UltraLuxe Anaheim Cinemas.
The Spectrum celebrated its 20th birthday earlier this month.
At its start, the shopping center was one of the first in the country to be anchored by retail and entertainment venues, including the Edwards Irvine Spectrum 21 Cinemas, said Easther Liu, chief marketing officer for Irvine Company Retail Properties.
The center has grown to include more entertainment venues and retail options. In 2015 it added a Tilly’s flagship store, Cream, Yogurtland and Pressed Juicery. A Habana restaurant will be opening soon.