Today we feature a post from Mike Christensen. Follow Mike on Twitter @SCSA31274.
AMC has given me a new reason to go back to the mall. Well, not the mall itself, but the theater. We’ll get to that later.
Let’s start with the seats. Huge, red, leather and electronically reclining. How’s that? Every theater has them except the IMAX which features a rocking style seat. The leg room is outstanding. I couldn’t even reach the ones in front of me with my feet.
The larger seats do lead to another quality. Each theater has a reduced capacity, normally around 65. Expect more sell outs. They make up for that by offering reserved seating. This is new for us here in Alpharetta. When you buy your seats online or at one of the six kiosks outside a map of the theater will appear and you can choose the seats you want. The rows and seats are marked just like any other venue would be. Pretty neat. None of this “everyone scoot toward the center to make room for everyone else.”
The concession stand has been redesigned and turbo charged. It is set up so you order at one counter and pick up your popcorn at another counter. It’s supposed to reduce traffic and people crowding around waiting. But there is no real traffic flow. You order and end up working your way back through all of the people waiting behind you. There are two display cases with drinks that funnel moviegoers to the two center registers. They trap people in there making it even more difficult to get out. They also cause people to forget that there are other registers to go to. Between the two counters are four of the fancy Coca Cola Freestyle machines.
New food options like Philly Cheese steak or chicken sliders are far from the normal popcorn. Calorie counts are posted as well. If the prices weren’t enough to keep you away, those certainly will. For more adult patrons, a full bar is available.
The majority of the area outside is covered and there are several drop off lanes right in front to reduce car traffic. Great ideas.
As awesome as it all is there, North Point Mall 12 isn’t without some flaws. Some are pretty major. The bathrooms are small. The theaters are a long distance from the concessions. The AMC Avenue Forsyth has all the theater entrances right off the lobby. North Point has you walk down longer hallways like in older theaters. You will miss a lot of the movie to refill your soda or get another beer.
The theater is located on the backside of the mall near the Von Maur. Very low visibility. You won’t see it from the road unless you know it’s there. And there’s no mall entrance. There’s an entrance near the box office but you have to go outside first. It seems that the merchants in the mall would want people to come shop and eat and hang out before or after a flick. They are missing out on a lot of business. It’s getting people to the theater and not necessarily the mall itself.
Ticket prices range from an average $12 to a staggering $18 for the IMAX 3D.
The nearly 25 year old AMC Mansell Crossing 14 theater down the street will remain open for now. However it may close once its lease is up.
I’m a sucker for all the new fangled stuff so AMC North Point Mall 12 just might become my go to theater. I’ll see you at the movies.