Violet Crown opened its first location in downtown Austin in 2011 with a focus on hospitality and art films and has since expanded to Santa Fe, Charlottesville, and now Dallas. Violet Crown aims to provide the best cinema experience possible with five auditoriums featuring digital cinema projection, state-of-the-art sound, and luxury reclining seating. The cinema offers traditional cinema concessions, a kitchen serving made-to-order food with a rotating selection of craft beer, wine, and kegged cocktails. Free parking is available in the garage at 3699 McKinney Avenue located next to the cinema.