Big news out of CinemaCon! As reported in THR, IMAX and AMC Theatres announced a significant expansion of their long-standing partnership this week.
Now, when I go to the movies, I try to see as many titles in IMAX as possible because they always look and sound the best. But my complaint is that there’s usually only one screen per place that can handle these titles.
Well, now IMAX and AMC have tech that will help add to this stuff.
The new agreement involves installing IMAX with Laser technology across more than 180 IMAX auditoriums within AMC locations across the United States. This deal will make AMC the chain with the most IMAX laser locations worldwide.
And the pact represents the largest U.S. laser system agreement for IMAX since 2018 and includes plans to add 12 entirely new IMAX locations and upgrade 68 existing ones to the laser format at AMC sites.
That’s pretty awesome for the movie-going public.
AMC Entertainment chair-CEO Adam Aron said of the new deal, “Throughout the United States and around the world, filmmakers and moviegoers hold the Imax brand in such high regard as a premium theatrical spectacle, which is reflected both in the success that AMC and Imax share together, and in Imax’s extensive content catalogue.”
IMAX CEO Richard Gelfond said, “With this agreement, the world’s largest exhibitor is doubling down on Imax — a powerful validation of our efforts to strengthen our technology, expand our content portfolio, and cement our position as a global platform for awe-inspiring experiences.”
With so many new movies using IMAX cameras and filmmakers driving people to see their movies on the big screen, I feel like this may open a new chapter for theatrical exhibition.
The better we can make the big screen experience; the more people will go.
And a strong, healthy theatrical experience is great for Hollywood.
Let me know what you think in the comments.
Author: Jason Hellerman
This article comes from No Film School and can be read on the original site.
