Last modified: Wednesday, August 6, 2008 2:48 AM EDT Sara Buckner, administrative assistant with Showcase Cinemas, in the upstairs bar at Cinema de Lux at Patriot Place in Foxboro. (Staff photo by Martin Gavin) Foxboro cinema aims to change way people watch movies BY RICK FOSTER SUN CHRONICLE STAFF FOXBORO Comfortable leather seating, bars featuring fancy drinks and an upscale restaurant that promises to bring appetizers or complete meals to your seat aren't part of the classic movie-going experience. But at National Amusements' new Cinema de Lux at Patriot Place, going to the movies is no longer a soda-and popcorn affair. The 14-screen Cinema de Lux, which opens to the public on Friday, offers a choice between traditional movie viewing or a Lux Level VIP lounge and viewing area where patrons can pay a premium for love-seat seating, on-call waiters and waitresses and access to an exclusive VIP lounge and bar. A ground-floor food court provides the requisite movietime treats of popcorn, candy and soft drinks alongside Starbucks coffee and a North End-style pizzeria where pies are hand-tossed while you wait. Movies are shown via traditional 16-mm film or digital projectors capable of showing 3D movies. The theatre, only the second of its type introduced by National Amusements, is in many ways an attempt to elevate the movie-going experience to the status it had during the 1930s and '40s, when movie patrons viewed the latest films in movie palaces adorned with gold leaf and architecture that brought to mind exotic locales, corporate spokeswoman Wanda Whitson said. The concept is the brainchild of National Amusements President Shari Redstone, who has taken on redefining the movie theater business as a personal jihad. "Shari believes that there's nothing that compares with going to the movies as a social experience where you sit in a darkened room with your friends, you laugh, you cry and you share your emotional response," Whitson said. But to realize that vision, Redstone and other exhibitors are having to contend with intensified competition from online video, Netflix and other forms of entertainment, such as video games. Cinema de Lux, Whitson said, is not intended just to sell the public on movies alone, but on an entire experience. Customers can pay $10.50 for a regular evening movie ticket or shell out an extra $10 ($5 of which is redeemable for food service) for exclusive seating in the age 21-plus "Lux Level," which has its own posh lounge, specialty drink bar and plush leather seating and a button that automatically calls a waiter or waitress. Snacks, drinks or complete meals are served not on trays but on a wooden tabletop that swings out from each seat. The Lux Level seating areas also offer wider rows for spacious seating. "We are proud to debut our new luxurious Showcase Cinema de Lux concept here in Massachusetts, home of our corporate headquarters," Redstone said. "Our focus on providing outstanding customer service, lush decor, great food, exciting alternative programming, and other high-end amenities is designed to transform the movie-going experience; and make our theatres a community entertainment destination for everyone to enjoy." Besides optional Lux Level service, many appointments separate Cinema de Lux from the garden variety megaplex. In the lobby, a baby grand player piano is available to entertain guests. Lounge areas feature plush carpeting, recessed lighting and comfortable furniture along with large-screen video. Two party rooms are available to host birthday parties or business meetings. Robert Kraft, chairman and CEO of the Kraft Group and a long-time friend of Redstone, called the National Amusements chief a "brilliant visionary" and said Cinema De Lux will add a major draw to Patriot Place with its mix of retail, restaurants and top-level entertainment venues. National Amusements plans to open its companion Showcase Live nightclub adjacent to the theatre complex Aug. 16 with a performance by multiple Grammy award-winning vocalist Al Jarreau. Cinema de Lux offers about 3,000 seats in 14 auditoriums, four of which offer Lux Level seating. All auditoriums are equipped with Dolby Digital Surround EX Sound. On the main floor, the Studio 3 Restaurant and Bar will serve a variety of American fare, including appetizers, sandwiches, burgers and pizza. The theater will officially open Friday when it will be showing a variety of newly released films including "Pineapple Express," "The Sisterhood of the Traveling Pants 2," "The Mummy: Tomb of the Dragon Emperor," and "Swing Vote." For additional listings visit www.nationalamusements.com. Besides first-run movies, the cinema will also offer pre-recorded theater events from National Cinemedia, known for its Metropolitan Opera programming series. Tickets for all performances at Showcase Cinema de Lux Patriot Place can be purchased in advance at the theater, by phone at 800-315-4000 or online at www.nationalamusements.com. Customers who purchase tickets online can also take advantage of the print at-home ticketing option. Group sales and special showings for educational organizations can be coordinated by contacting Debbie Heller at 866-581-9138, ext. 301.