Kansas City-based AMC Entertainment Inc. has announced the creation of Centertainment Inc., a subsidiary that will work with developers to create entertainment-based retail centers in designated markets.

The venture is the 1,668-screen chain’s response to their successful expansion as anchors in retail shopping centers, as well as to the popularity of the new generation of entertainment-center megaplexes. The prototypes for the Centertainment concept are the Grand, AMC’s 24-screen in Dallas; the AMC Century 14 in Century City; and the AMC Mission Valley 20 Theaters, which opened Dec. 15 in San Diego.

“AMC is a retail company, not a real estate developer,” said Philip Singleton, exec VP and chief operating officer for AMC. “Centertainment will form alliances with real estate developers, many with whom we have enjoyed long-standing relationships. We believe this strategy will translate into more favorable occupancy economics for our theaters and a more desirable entertainment experience for our patrons.”

While not a product of the Centertainment venture, the 77,000-square-foot AMC Mission Valley 20 Theaters in San Diego is the largest – by square footage and screen count – in the city. Equipped with stadium-style seating in all 20 auditoriums, the complex has high-back seats with double-wide, cushioned retractable cup-holder arm rests. The auditoriums also boast 46 inches between rows for more legroom.

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