Hpnotiq wrote on 06/01/07 8:55 PM

Yes the movies are open. I went up there. The only strange part is the parking. I think you have to pay for it.

UTC Living wrote on 06/02/07 1:49 PM

Thanks for the report, Hpnotiq. I stopped by last night also and it was very exciting to see how the area is shaping up. America Boulevard is now open to traffic from Toledo Road all the way through to East-West Highway.

There weren't many people there last night, but they are still trying to get the word out. They ran a full-page ad in the Washington Post and were handing out passes at the Metro station.

As far as parking... yes, I think their plan is for moviegoers to use parking garage A and pay for parking.

danimal wrote on 06/06/07 3:39 PM

I've been following the progress of construction at UTC ever since I moved to Hyattsville nearly five years ago. While I am thrilled to see the retail portion of this project begin to open, they need to do some SERIOUS advertising and signage. The Royale theater is in an unmarked building in the middle of a complex of other buildings, on a street that wasn't even paved until last week, and that Google Maps doesn't even know exists. Saturday I drove my wife down America boulevard; when we reached 410 she said "where was the theater?" The building covers an acre but its invisible!

jeuill wrote on 06/06/07 5:00 PM

From what I can tell from the plans, there's a big sign that is supposed to hang off of safeway. Of course it's not built yet. I saw the big sign with store names on the new shops opposite the mall. That kind of sign would be good for UTC, but I'm not sure where they would put it when future construction will start closer to 410. Perhaps they can hang a great big banner on one of the two office buildings facing 410 that says UTC with a list of retail. We're talking a big vertical banner that's about 70 feet long and 20 feet wide.

UTC Living wrote on 06/06/07 7:18 PM

Yeah, the site plan application refers to a large sign on the "signature tower" on East-West Highway. "The landmark quality of the tower and the ability to see it from a distance will serve as an icon for the Prince George's Plaza Transit District."

In case anyone is really curious: "The sign detail indicates a white internally illuminated letter outlined with blue neon on an open channel around a single letter. The neon is limited to a six-inch letter and will enliven the nighttime streetscape along East West Highway."

But as jeuill said, it's going to be a while before anyone ever sees that sign. I think the theater will be more obvious from America Boulevard when its marquee is finished, but there's still the problem of finding America Boulevard in the first place - especially without the immediate help of Google Maps, etc. They have signs for the condos all around the UTC perimeter, so maybe those will shift to announce the theater/restaurants as they start to open and condo sales wind down.

I guess print ads, web sites, etc. can just give directions to the parking garage. Or, "Go to Target, and trust us, we're right across the street." Or maybe we'll just have our own private movie theater until everyone else finds out about our little secret.