The theater, owned by Muvico Entertainment, will use Sony's 4K SXRD digital projectors. The SXRD brand will be promoted on screen, as Dolby or THX sound systems are. When customers buy food and tickets, they will find updated menu offerings displayed on 16 Sony LCD televisions. And when the children become bored, they can try out the latest video games on a bank of PlayStation 3 consoles in the "digital playroom." Muvico hopes to cater to an upscale crowd with cash to spare, just the sort of audience Sony needs. Similar to the ArcLight cinemas in Hollywood and other deluxe theaters around the country, the complex features valet parking and allows customers to take food and alcohol to the reserved seating Premier section, where the wide seats cost $20 each.