Emagine is a recognized innovator in the theatrical exhibition industry having been the first theatre chain in the world to convert to 100% digital projection. In 1997, Cinema Hollywood was the first theatre in Michigan to open with all stadium seating. Paul Glantz, the founder and president of Emagine Entertainment has been interviewed on CNN concerning his views and opinions on the operation of luxury theatres. Emagine has created 5th Avenue, an all luxury auditorium in Emagine Novi. It also offers luxury seating sections in some auditoriums, reserved seating, and other upscale amenities such as valet parking. All Emagine theatres offer adult patrons the option of enjoying their favorite cocktail, beer or wine.