The new North Hills officially opened in November 2004 with a Grand Illumination of holiday lights as well as performances by members of the North Carolina Symphony, North Carolina Master Chorale and North Carolina Theatre. A new underground parking deck was added, with the lower level flanked to the south by an entrance to JCPenney and to the north by a new Target. The Target featured the first shopping cart conveyor in the Carolinas—an escalator for shopping carts so customers could more easily transport purchases to a higher level of the parking deck. A 14-screen, stadium seating movie theater located directly above Target, was originally operated by Eastern Federal but is now owned by Regal Entertainment.