By Carl Fauver | [email protected]

ButtKicker technology has arrived in Taylorsville—just part of what makes the city’s newest business one of the most advanced and state-of-the-art in the world.

“This new theater is one of the two most technologically advanced cinemas in America,” said S Squared Development Principal Bill Stone, as he welcomed community leaders and media members to the grand opening of the Regal Crossroads 14 & RPX cinema, at 5516 South Redwood Road (west of Harmons).

RPX stands for “Regal Premier Experience.” And that’s where the ButtKicker comes into the picture.

“It’s a subwoofer, an audio speaker, implanted in the chairs of our RPX theater,” said Regal National Marketing Manager Rachel Lueras. “The bass speaker vibrates the seats, creating a unique special effect.”

Just one of the new 14 theaters in the Regal Cinema is equipped with the technology, and you’ll pay a premium rate for it. But theater operators say the 4D experience is worth the added cost.

After offering three days of discounted movies (raising some $33,000 for area charities), the new Regal Cinemas opened for “real” business over St. Patrick’s Day weekend, starting first with a news conference.

“I am overjoyed with this facility,” said Taylorsville Mayor Larry Johnson. “It’s been under construction for more than a year, and I’ve watched it every step of the way. All of the surrounding businesses are also thrilled to have the theater open and are renewing their leases.”

The new theater is the first for the Regal Entertainment Group here in Utah. The cinema chain now operates 576 theaters in 43 states, the District of Columbia and some U.S. territories.

“We chose this location because it is near the busiest intersection in all of Utah (Redwood Road and 5400 South),” Stone added. “Taylorsville City has been extremely fair to work with, and we are confident this will be a great addition to the city and the entire Salt Lake Valley.”

Taylorsville Economic Development Director (and Republican State Senator) Wayne Harper also spoke briefly at the news conference. “So much work has gone into this project for more than a year,” he said. “It’s fun to finally be able to celebrate the accomplishment. This theater offers new economic life to this area.”

The 14 Regal Cinema auditoriums range in size from 63 to 244 seats, each an oversized recliner. The aisles are wide enough that patrons can get out of their row even when chairs in front of them are fully reclined.

The theater also features an enhanced concession menu.

“We’re set up to combine the dinner and movie experience into one location,” Lueras said. “In addition to the normal popcorn and candy offerings, we also have hamburgers, salads and full meals.”

Moviegoers can also take advantage of the self-serve yogurt and soft drink bars.

Partnering with S Squared Development and Regal Entertainment Group on the project is TriGate Capitol. Senior Vice President John Mearns said his company purchased the area where the theater is located about two-and-a-half years ago.

“Except for the land Harmons occupies, TriGate owns everything on this side of Redwood Road, south to I-215,” Mearns said.

That includes the Shopko building and about 50 other businesses.

“Now that this theater is completed, our next highest priority is finding a tenant for the 40,000-square-foot Sports Authority building,” he added.

Overall, TriGate officials say there are about a dozen unoccupied business spaces in the complex. But they are confident the new Regal Crossroads 14 & RPX cinema will make those locations much easier to lease.

Movie ticket prices at the new theater range from $6.75 for senior citizens and $7.25 for matinees to $11.93 for the premium ButtKicker experience.

“There’s no particular reason why Regal has not been in the Utah market before,” Lueras said. “And now that we are here, the company is continuing to evaluate other opportunities for additional theaters in the state.”