As movie theaters and the movie industry struggle to regain pre-pandemic audiences (and revenue), Palm Coast marked the grand reopening of Epic Theatres of Palm Coast Wednesday following a major renovation at the 15-year-old moviehouse. The ribbon-cutting event was held on Wednesday evening.
The more than $1 million renovation upgraded all 14 auditoriums with luxury electric recliners, enhanced lighting, new flooring, and advanced acoustical improvements—but that’s just the beginning. Guests can now experience:
- Epic XTS Auditorium – Featuring a laser-projected, wall-to-wall screen, a thunderous 24-channel audio system, and zero-gravity recliners with imbedded shaker-seat audio for a fully immersive experience.
- LUX Theatre – An exclusive auditorium for guests ages 17+, offering massaging recliners, built-in charging ports, and a premium adults-only atmosphere designed for the ultimate comfort.
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“Epic Theatres has always been a place where families come together for Friday night premieres, where friends laugh until their popcorn spills, and where kids experience the magic of the big screen for the very first time,” said Palm Coast Vice Mayor Theresa Pontieri. “On behalf of the City, I want to thank Epic Theatres for investing in Palm Coast and believing in this community. I think we can all agree—this deserves a standing ovation.”Movie theaters have been struggling to regain audiences lost during the Covid pandemic. Variety, the industry trade weekly, reported that 5,700 screens shut down since the pandemic and ticket sales last year were 23.5 percent below pre-pandemic levels. Some chains, like AMC, have extended their advertising segments before movies. “Studios and exhibitors estimate that between 15% and 20% of moviegoers stopped going to cinemas after the lockdown ended, and it’s not clear what, if anything, will entice them to return,” Variety reports.
So theaters have turned to different forms of enticements. “Many theater owners are trying to do things differently. They’re selling a wider array of snacks, sprucing up musty auditoriums and enhancing loyalty programs to reward loyal customers,” Variety reported.
A city release put a happier face on the meaning of the renovation, attributing Epic’s decision to reinvest in Palm Coast to “Town Center’s growing appeal as a hub for living, working, and playing.” The theater was the very first commercial business to operate in Town Center in 2010, when Town Center was a grid of vacant lots and handsomely lit streets, a monument to the housing crash that stopped its development. (The lights, when they work, are flickering these days.)
For the city, the renovation adds to a wave of private investment in the district, including The Promenade by Persimmon Capital, a 57,000 square foot mixed-use development set to open in late 2026. The Promenade will bring 204 premium apartments with stunning views, new restaurants, lounges, retail shops, and Class A office space—further cementing Town Center as the vibrant downtown once envisioned by City leaders and the community.
“With projects like these converging, Town Center is emerging as a thriving, continuously evolving downtown district—a place where entertainment, culture, and business unite to create lasting economic impact,” the release states.
No robo entry way.. employ a person pleSe says
Hopefully they replaced the dumb ticket robot when you walk in with an actual person. It always malfunctions, can’t find a showing, then you have to go to overworked concessions to “buy” a ticket. There, you find out the poor workers who do have a pulse just ending up letting you run in to see the movie for free, as the one or two people back there are too busy digging out popcorn drinks and candy for several .. in my experience rude and oddly ornery people .. crowded in line. I still have a gift card I need to use up now. :(
Pig Farmer says
Reasonable ticket prices and movies that are not a sequel, prequel, or redo AND have an actual story line that makes sense would be a good start towards getting more customers. I realize the theater can only choose from the movies that are available to them, but I am not going to the movies so see crap films.
Joel and Kathy Davisson says
To that unhappy person who still has a gift card; please give it a few positive efforts. We did not like the self serve ticket kiosks and were very frustrated at first like you were. There was each time an employee who would spontaneously us to how to do it. After 5 times, now we are comfortable with it. We used the kiosk also to order our popcorn for the first time at the grand opening night. It was easy. The previous 5 visits, we simply asked the employees to serve us the old way. The employees have always been very helpful. Never rude in our experiences.
This is a BEAUTUFUL theater. Palm Coast is blessed to have it. Let’s enjoy this gem. It really represents, in our mind, a great expression of Palm Coast being a great place to live.
Bob says
I wish them well, but technology is their undoing. Less than $10K can set up a media room that gives one almost the same angle of view, better contrast ratio, wider colour gamut, and better sound, though now that everyone has been acclimated to the crappy sound of MP3s, it’s not clear that matters to anyone anymore (they found the lowest common denominator and ran over us with it). That $10k price continues to decline, or did until the tariffs. Yeah, that’s a lot of money, but I remember going to our well-heeled Aunt’s house to watch Queen Elizabeth’s coronation on her small B&W TV in Ft Lauderdale. For us, owning a TV was a distant dream. I suspect that in 10 years, only IMAX theaters will be commercially viable.
Epic says
“… The theater was the very first commercial business to operate in Town Center in 2010, when Town Center was a grid of vacant lots and handsomely lit streets, a monument to the housing crash that stopped its development. .
Thanks for the clarification.
I started out reading the article wondering just which movie theater had gone through the renovation… hadn’t realized it was the one in Town Center.
The way you worded the title of the piece, I honestly thought you were writing about a different place… some historic theater from the earliest days of Palm Coast.
I still think of this theater in Town Center as new, remembering it as it had been… sitting in the middle of nowhere, surrounded by nothing… not even the trees as in the photo.
That is, as it was, pretty much the last time I was passing through Town Center.
I now realize that probably was ten years ago or more… ten years! I hope the renovation helps them, but if my experience isn’t unique amongst the readers here, I doubt it.
Just an observation… of part of the problem. You think?
TR says
Joel, thanks for the info. I’ll be sure never to go there because of the technology being used to take away jobs from the younger generation. Not only that, it’s taking away the self esteem from the people that worked there.
JC says
LOL all the people complaining.
Pat Stote says
We originally lived in Pompano Beach and moved to Palm Coast and stayed there 12 years. We are now back in Pompano Beach
I have to say, I thought the Epic theater was beautiful and I believe it probably still is compared to what we have here in Pompano Beach
Our movie theater is probably 25 or 30 years old. They renovated at some we do have nice heated seats, but the entranceway is still 30 years old.
We did find it frustrating to have to get your seat before you even went into the theater, but like your column says there’s always someone there to help you and I have mastered it believe it or not. However, here in Pompano and there in Palm Coast there are very few movies that we like. Most of the movies today are filled with horror and violence.
Bottom line is there are never more than 10 people in the whole theater. I often wonder how they can operate with such little revenue.
I wish you luck in your newly renovated theater. It was beautiful before and I’m sure it’s more beautiful now. I saw some of my favorite movies there, one being, Hidden Figures And another Love, Simon. So relax and enjoy your new theatre
Bah humbug says
Haven’t been to a movie theater in years. If they are automated, then I will stay home. Movies are crap for the most part. It wasn’t fear of COVID that kept me away, it was the lost quality of the movies, and quite frankly the politics of Hollywood which turned this family off.
Jake from state farm says
How many here enjoyed the original theater in Palm Coast where Aarons rental is? Now that was a luxury theater!!!
D. Francis says
We visited on Saturday and saw a movie in theater #2. The new seats are awesome! We purchased matinee tickets and popcorn and a coke from home on the laptop, then just presented our bar code receipt to the humans and got our tickets and food. The new kiosks to order concessions are a little tricky and cumbersome (my husband decided to purchase a beer separately) but otherwise a good experience. The bathrooms are always nice and clean, too. There are still certain movies I would want to see on the big screen, and the sound system is excellent. We will go again BUT … make sure you get there before they bring down the house lights. I had an awful time getting to my selected seat and bumped into people sitting down because of the reclined seats and the dark theater. I finally had to turn on my cell phone flashlight to see how to adjust the seat and sit down. My bad!
Jay Tomm says
Been there a few times….place is always empty. and I had to get tickets at concessions a few times also cause the thing was busted & no one at the counter. PITA. Also, the sound IS horrid for a theater.
Atwp says
I was there during Jerasic World. I guess a few weeks before the renovation. Had a lovely time. Enjoyed seeing families coming in taking their seats and the little kids running with excitement. I had a good time. One kid was running and hit my seat, the adult told him to watch where he was going. I didn’t mind because the kid was excited and being a kid. It makes an old man feel good to see kids being and acting like kids.
Epic says
Well, all I’ll add to this conversation is that if you can remember how “Town Center” was back ten, fifteen years ago, you’d wonder why they just didn’t build a drive-in instead.
Just an observation.