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Children are not cookie cutters

2. Roll ’em.

On second thought, there's no film to roll -- at least not at Regal Cinemas’ 16-screen Aliante Station multiplex.

That’s because the new theater boasts digital projection, even at its giant-screen IMAX theater -- Southern Nevada's first digital IMAX installation.

Today’s grand opening, which follows bargain previews Wednesday and Thursday, features free popcorn and soft drinks with paid admission through Thursday.

And, through Sunday, the first 100 ticket buyers will receive T-shirts for the James Bond adventure “Quantum of Solace,” which opens today.

Having all-digital projection at Aliante enables Regal to show digital 3-D releases in any auditorium, along with 2-D and 3-D presentations in its giant-screen IMAX theater.

That’s a plus for Regal officials, who -- like their counterparts at other theater companies -- charge more for 3-D and IMAX presentations.

“We’re big believers in the premium experience,” says Russ Nunley, vice president of marketing and communications for Regal, the largest theater circuit in the United States.

….

Bright catch-the-wave signs point the way to each auditorium; desert-hued tile and pale green wallpaper echo Aliante Station's overall decor.

“Every one of our theaters is designed to be in keeping” with its surroundings, Nunley notes. “They are not cookie cutters; they do not all look alike.”