On Friday, May 8, Regal launches a fan-favorite movie theater tradition with the debut of a reimagined version of its famous roller coaster intro before all showtimes. Regal moviegoers rely on the roller coaster as the visual cue to announce the start of their feature presentations, but the animated intro was in need of a modern refresh that also honors its nostalgia.
“At Regal, we’re continuing to innovate the moviegoing experience in ways that feel modern, immersive, and uniquely ours,” said Vikki Neil, Head of Marketing at Regal. “Whether that’s through theater renovations, themed concessions, creative promotions, or familiar moments like the Regal Roller Coaster, we want to further connect our guests to the thrill of moviegoing with every visit.”
First appearing in 1993, the roller coaster intro was quickly adopted as a moviegoing tradition at Regal theaters when an executive attended a public showtime where he witnessed guests raising their hands and mimicking the ride’s movements. Since then, the animated coaster has received three major updates in 2002, 2010, and 2015 with minor revisions to the background visuals to keep partnerships with food and beverage vendors current.
On Friday, May 8, guests seeing the new Regal Roller Coaster for the first time will notice homages to the four previous intros, which include the film strip coaster track and the fresh popped popcorn ending. Visual additions to the new animated intro like the ICEE cup frosting over as the coaster passes and the three themed planets representing the three most popular moviegoing genres—horror, family, and sci-fi—require multiple viewings to enjoy the entire opening spectacle.
Redesigned to improve customization, the Regal Roller Coaster also offers more promotional opportunities for studio partners to engage with moviegoers and food and beverage vendors to introduce new snacks at concessions stands nationwide. Previous versions of the animated intro featured character appearances from the Minions and Zootopia franchises to announce their upcoming releases, and the new coaster will make it even easier to include movie cameos to surprise Regal guests.
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