It would be operated by Sony Theaters, formerly Loews.

Companies taking space in the project include Sony Theaters, which plans the 13-screen multiplex a few doors east of Eighth Avenue.

Situated next to the Sony Theaters, it is assured a large movie crowd.

Upon arriving, my female companion Keren and I were not greeted "Welcome to Sony Theaters."

Sony Theater closed its twin screen Lexington Mall operation in June 1997.

At the Sony Theater on Broadway at 84th Street, it was showing on all seven screens.

"We've already signed leases with Sony Theaters," Mr. Weinberg said.

Providing this kind of "knock your socks off service" is one way Sony Theaters is trying to transform the moviegoing experience, starting with employee behavior.

And no star-gazing allowed when famous people come through Sony Theaters.

Guests in need of meeting facilities can use a conference room or, for larger gatherings, the smaller theaters at the Sony Theater multiplex across the street.