A new Regal theater just opened in my area, and I noticed some movies marked with an RPX logo, which is their abbreviation for "Regal Premium Experience". What is RPX? They describe it as having: - crystal clear all digital projection - high impact giant screen - powerful uncompressed surround sound - breathtaking immersive 3D experience The 3D thing is marked with a little caveat that films may be 2D or 3D. Other than 3D, isn't the above what you would normally expect at just about any theater anyway? Found this article, which is a few years old, but RPX is new to my area so I'm just hearing of it. Apparently since Imax dilluted their brand with what gets called "Imax-Lite" or "LieMax", the other theaters chains have created their own brands of premium experience to compete. Regal has "The Regal Premium Experience", AMC has "The ETX Experience", Cinemark has "XD Screens", etc. They can charge a premium ticket price but not have to pay licensing fees to Imax. Tickets to the shows are at a premium, like Imax, but are they worth it? For instance, looking at a matinee showing for the new Bourne movie today - $5.50 for a regular ticket, $11.50 for RPX, which is almost double. Regular non-matinee showings are $10 or $14 for RPX. Not almost doubled, but its a 40% markup. This is not 3D, just regular 2D. If its just a bigger screen and LOUDER sound, I don't think I'd like it. I don't want to have to start taking hearing protection to the theater as if I'm at a concert. Also seems like this could just be an excuse to let the quality of non-premium tickets go to crap. Is anything but a premium ticket now going to mean misframed picture, blown speakers and seats in disrepair? Would love to hear some opinions from those in the know or those who have been to an RPX theater.