Construction is under way at the new Icon Cinemas, 900 W. Hobbs St., set to open July 19. The cinema will feasture 10 state-of-the-art screen, surround-sound speakers and leather seating. Rey Berrones Photo
After more than two years of planning and six months of building, Icon Cinemas is set to open for general admission on July 19.
The movie theater, located at 900 W. Hobbs St., will feature 10 state-of-the-art screens, surround-sound speakers and leather seating.
General Manager Stetson Snell said Icon Cinemas will be the first theater in New Mexico to provide full self-service on concession goods, offering all-you-can-eat popcorn and free refills of soda and ICEEs. The theater will also have a self-service nacho station with unlimited toppings of chili and cheese, and self-service racks of candy. A 40-foot ice cream bar, not self-service, will offer customers a line-up of soft serve Blue Bell ice cream flavors and Dippin’ Dots. Customers will be able to purchase movie tickets and concession goods at the same time upon entry.
Icon Cinemas can seat up to 1,900 total people, with its two largest screening areas seating up to 300. In addition to the leather seating, recliners will be available in the front rows of each screening area. Snell said space between seating nearly doubles what most theaters provide.
“That’s kind of our thing, is to be really big and open,” he said. “We want everybody feeling comfortable in here.”
Snell said Icon will also become just the second theater in the state — and the first in eastern New Mexico — to offer D-Box seating, which will provide motion simulations that coincide with the action of a film. D-Box seating will be available for a midnight showing of The Dark Knight Rises, the new Batman movie, on Icon’s opening night, and tickets for the show will be sold at the theater all throughout opening day July 19.
“We’re very excited to treat the people of Roswell to a great movie experience,” Snell said. “It’s the one that they’ve been deserving, with the giant screens, full surround- sound, the leather seating. The people of Roswell have really taken it in, and seem very excited.”
Snell said he and his family have been selling speakers and stadium seating for years, and always maintained an interest in opening their own theater. Originally from Clovis, Snell said his family began researching the market in Roswell and soon after decided it was an ideal place to open their first theater.
“What we found in this market, on the south side of Roswell, is that it was really starving for a theater,” he said. “There’s a lot of population here that doesn’t like to drive all the way across town, and vice versa, we believed people on the other side of town might like a new theater to come to. So there’s a lot of market here.
“… So we’re going to become a part of the community, and we just hope this becomes everybody’s community theater.”