Cinema City International has opened a "megaplex" as CEO Moshe (Mooky) Greidinger worded it on today's press conference in Budapest, Hungary. The largest multiplex in Central Europe is an ambitious project, with some really pioneering aspects.

First of all it gives place to Hungary's first and CCI's 8th IMAX 3D theatre in Central-Eastern Europe. Second, the aspect of special VIP screening rooms is also new here. They wanted to do a quality job with this cinema complex. The fact that Arena Plaza Mall, the place that holds the megaplex opened in last November would have drawn too much attention away from the theatre, so the plan was to wait 6-8 weeks.

What was achieved is convincing. An odd, but clever approach is that each of the normal screening rooms have different sponsors, that also left their names on their respective room. So you don't sit in room number 6, but in Burger King room for example. The five VIP rooms from the total of 23 screens also have sponsors like Audi or L' Oreal. The exclusivity aspect can be found even in the sponsors, as the target audience for these rooms are slightly different.

These VIP halls have comfy leather couches, special service, a separate buffet where the guest can consume freely before the screening. All this at a double price. A normal ticket is 8 USD, while the VIP is a little more than 17 USD. These halls have normal screenings, but they can also be reserved for corporation and private parties, special events.

The IMAX room is the real attraction though. As T-Rex: Back to the Cretaceous, a quite old IMAX movie was projected, sceptics were converted. The technical details will be discussed later but one thing is sure, IMAX is still exclusive after 41 years, when it emerged on the Montreal World Expo. The entertainment value is undeniable, but the educational side is important too, as cooperational meetings were held with the Hungarian Ministry of Education, and are going very positive.

What movies can be expected? DMR conversions of Hollywood movies, old and new IMAX films will have an equal share in Budapest. French movie company 3D Entertainment, who made Ocean Wonderland 3D for example, are working on Dolphins and Whales, also a future candidate for presentation.

Many questions towards Mr. Greidinger were about the future. 3D TV, home entertainment, other 3D projections. What is CCI's approach on these? His answer was as brilliant as simple. He walked to the huge screen and drew an imaginary 50 inch plasma screen in the corner, that looked like a tiny stamp compared to the whole. Self explanatory.

They don't underestimate the power of home entertainment, but when people have a certain life quality, they have more free time. And when they have, they go out to have fun. So the real competitors are restaurants, discos, pubs and other forms of recreation. With IMAX 3D and the VIP rooms CCI has a fair chance in the competition.