Harkins Theatres Unveils Norterra Renovation Plans

The Phoenix-area movie theater chain is adding new 4D and CINÉXL experiences.

Apr. 12, 2026 at 5:50pm

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An abstract, minimalist illustration composed of sharp, angular black shapes against a stark white background, with a single bold red accent, conceptually representing the premium movie theater technologies coming to the Harkins Norterra location.Harkins Theatres' Norterra renovation will bring cutting-edge 4D and CINÉXL technologies to the Phoenix-area moviegoing experience.Phoenix Today

Harkins Theatres has announced plans for a comprehensive remodel of its Norterra location in Phoenix, Arizona. The renovations will include the addition of two CINÉXL theaters with laser projection and Dolby Atmos sound, as well as the company's first 4D E-Motion Experience theater featuring motion-enabled seats with special effects. The lobby and individual auditoriums will also receive updates like new reclining seats, carpeting, lighting, and decor.

Why it matters

The Norterra renovation is part of Harkins Theatres' broader strategy to modernize its Arizona locations and offer more premium, immersive moviegoing experiences to compete with the rise of home streaming. The new 4D theater is the first of its kind for the regional chain, which hopes to expand the technology to additional sites.

The details

The Norterra renovations are expected to be completed by the end of summer 2026. In addition to the 4D theater, the location will feature two CINÉXL auditoriums with laser projection and Dolby Atmos sound. All theaters will receive new reclining seats, and the lobby will be updated with a CINÉBAR where guests 21 and older can purchase alcoholic beverages.

  • The Norterra renovations are scheduled to be completed by the end of summer 2026.
  • Harkins Theatres plans to expand the 4D E-Motion Experience technology to two additional Arizona locations after the Norterra debut.

The players

Harkins Theatres

A regional movie theater chain based in Arizona, operating over 30 locations across the state.

Lumma 4D E-Motion

A technology company that provides 4D motion-enabled seating and effects systems for movie theaters.

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What they’re saying

“We're excited to bring these new premium experiences to our Norterra location and give moviegoers even more reasons to visit our theaters.”

— Mike Bowers, CEO, Harkins Theatres

What’s next

Harkins Theatres plans to expand the 4D E-Motion Experience technology to two additional Arizona locations after the Norterra debut.

The takeaway

Harkins Theatres' investment in premium, immersive theater technologies like 4D and CINÉXL at its Norterra location demonstrates the regional chain's efforts to adapt to evolving consumer preferences and compete with the rise of home streaming services.