According to the Lubbock Avalanche Journal, Premiere Cinemas and Noret Theaters will open the new theater November 3, 2011. It'll be located in the northwest part of the mall where the old Mervyn's Department Store was for many years. There will be 16 auditoriums filled with 3,480 seats and an IMAX auditorium, seating 420. Food offerings will range from the traditional movie fare like popcorn and peanuts to gourmet pizza and hamburgers. Drinks offered include Starbucks coffee and non-alcoholic and alcoholic beverages.