Jordan's Furniture to open Second IMAX Theatre

Reading, MA, October 27-- Jordan's Furniture, a Berkshire Hathaway company, said the company will unveil its second IMAX theatre as part of a new retail center opening in Reading, MA on October 29th. The decision to build The Comcast IMAX 3D Theater at Jordan's Furniture in Reading was based on the success of the first Jordan's IMAX theatre, opened in August 2002 at its Natick, MA location, approximately 25 miles away. The IMAX Experience has been well received by Jordan's customers and the Natick community, helping to drive traffic to the store and positively impact furniture sales. "Jordan's Furniture is known for innovative marketing programs and they were a pioneer in showcasing The IMAX Experience in a retail environment," said IMAX co-CEOs and co-chairmen Richard L. Gelfond and Bradley J. Wechsler. "We're extremely pleased that Jordan's has been able to increase sales at its Natick store by adding an IMAX theatre, and we couldn't be more thrilled to have them opening a second theatre at their brand new Reading location. We are optimistic that their success will drive additional retailers to embrace The IMAX Experience as a way to draw customers and tap into a supplemental source of revenue." "We've been very impressed with how the IMAX theatre has increased store traffic and it also serves as a valuable educational resource for the Natick community. People really love the movies, whether it's an informative 3D documentary on life at the bottom of the ocean, or a blockbuster Hollywood release converted into IMAX's format," said Eliot Tatelman, president of Jordan's Furniture. The Comcast IMAX 3D Theater at Jordan's Furniture in Reading will be equipped to show both Hollywood event films digitally re-mastered into IMAX's 15/70 format using proprietary IMAX DMR® (Digital Re-mastering) technology, as well as original IMAX films in both 2D and IMAX 3D formats. The first film to show at the theatre will be NASCAR 3D: The IMAX Experience, which provides an insider's perspective of America's number one spectator sport. Through the magic of IMAX 3D technology, audiences are transported into the driver's seat as they experience the heart-pumping action on the track, in the pit and behind the scenes.

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