This is topic Who is still installing IMAX? in forum Large Format Forum at Film-Tech Forum ARCHIVE.
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Posted by Brad Miller (Member # 2) on 04-26-2014, 05:30 PM:
I don't think any of the big boys are going to be installing IMAX systems going forward since they all have their own version of it (RPX, AVX, 3DX or whatever), so what theater chains does this leave installing IMAX?
Posted by Bobby Henderson (Member # 840) on 04-26-2014, 10:07 PM:
Carmike has a deal with IMAX to install a few more of those screens. In March, they opened a new IMAX-branded house in Franklin, TN (in the Thoroughbred 20).
AMC has the most IMAX-branded theaters (more than 130 of them). AMC has a few more planned to open. Their parent company is installing them in China. AMC has less than 20 of those ETX & Prime theater screens. Although I would prefer a Prime house to an IMAX Digital house; Dolby Atmos is a big difference.
Regal is adding RPX theaters, but they have a lot of IMAX-branded houses. According to IMAX' theater map they have one due to open in Miami.
An independent theater operator in Temple, TX is opening one.
Posted by Terry Lynn-Stevens (Member # 7349) on 04-26-2014, 10:40 PM:
So far in 2014 (Jan 1st-today) there have been 28 new IMAX multiplex locations that have opened in the United States. In Canada there were 2 new locations. I am sure most of these are from the chain organizations. (There were also four non multiplex IMAX closures)
In the United States and Canada, there are 53 future locations that have yet to open but are scheduled or signed.
Posted by Brad Miller (Member # 2) on 04-26-2014, 11:29 PM:
Terry, I have no interest in numbers or PR marketing. I'm curious as to WHO is still installing IMAX. Your post defined none of them. Do you know specifics?
Posted by Richard Fowler (Member # 893) on 04-27-2014, 07:43 AM:
The Regal on Lincoln Road, Miami Beach ready to go. The screen crew has several months of bookings remaining for this year; not all IMAX but all large.
Posted by Edward Havens (Member # 4715) on 04-27-2014, 05:08 PM:
AMC is installing an IMAX digital screen at their Monmouth Mall 15 complex in Eatontown NJ, and just opened a brand new theatre in Somerville MA (Assembly Row 12) this past Thursday which includes an IMAX digital screen. But yes, the number of ne IMAX digital builds has slowed considerably over the past couple years.
Posted by Bobby Henderson (Member # 840) on 04-28-2014, 08:56 AM:
IMAX-branded installations have slowed, but some of this could be due to already saturated markets. Just about any place that could support an IMAX-branded auditorium already has one.
The pace definitely picked up over the last couple years with regard to chains installing their own private label, premium priced theaters. There is still a question over how many of these screens they can install before reaching a saturation point.
There is also a question of ticket price fatigue creeping into the equation. Some people already go out of their way to see 2D versions of movies to avoid the 3D surcharges. With so many premium priced houses being built it may have some customers feeling like they need to wait at least a week or two for a big new movie release to play in smaller, less expensive auditoriums. Or they wind up not seeing the movie in the theater at all.
Obviously multiplex theaters with an IMAX-branded house and/or some other premium priced concept will usually have the same movie in one or two other standard priced houses. This isn't always the case. Unfortunately a lot of customers don't look too closely at the fine details, like what show time of a certain movie is playing in which specific auditorium. Depending on the theater chain, some of the directory listings don't make details very clear either. The customers just show up at the theater wanting to see the movie at 7:30pm, hoping to pay $10 per ticket, but getting hit for $16 per ticket instead. Who wants to wait around a half hour or so for the 2D, non-premium show to start? Doing so might make certain customers look like cheapskates to their significant others.
Obviously lots of people are going along with this digital so-called "large format" thing for now. But there is potential for it to hit resistance just like what has been happening with 3D.
Posted by Jason McMillan (Member # 5542) on 04-28-2014, 01:16 PM:
Premiere Cinema (TX, NM, AL, FL), while certainly an independent, is still deploying IMAX theatres. PCC is scheduled to open the company's newest IMAX auditorium this summer at the PCC Temple Mall location.
Posted by Bobby Henderson (Member # 840) on 04-28-2014, 01:23 PM:
That one in Temple, TX I mentioned earlier must be the one for Premiere Cinema.
When I looked over IMAX' theater locations map of North America I saw maybe 5 or 6 red "coming soon" flags. Most of the coming soon ones were with AMC. Regal had one in Miami and Premiere had the one in Temple.
Posted by Terry Lynn-Stevens (Member # 7349) on 04-28-2014, 01:49 PM:
quote: Bobby Henderson
There is also a question of ticket price fatigue creeping into the equation.
Not sure about your area, but in my area additional premium priced auditoriums are being added to theatres that already have existing premium priced auditoriums. These auditoriums are in high demand near me, one such multiplex close to me has 22 auditoriums with 7 of them being premium priced, what is interesting is that the 15 theatres that are not premium priced are priced at $12.99 for standard non-3D tickets.
Posted by Edward Havens (Member # 4715) on 04-28-2014, 01:55 PM:
quote: Bobby Henderson
Obviously lots of people are going along with this digital so-called "large format" thing for now.
I have to respectfully disagree, Bobby. The vast majority of our guests who buy tickets for our IMAX shows are there specifically for the IMAX show. They're just just "doing along" with it, but actively seeking it out. They'll show up at 6:30pm to buy tickets for the 7:45pm IMAX 3D show, even though there is a 7:00p 2D show. They'll go get something to eat at one of the restaurants near our theatre, and ask our Guest Service person on their way in when tickets for Movie X will be on sale, if they aren't already.
If anything, the exhibitors who might be planning on having their PLFs replace IMAX need to work on better branding. I've never seen a movie in a PLF, 2D or 3D, but I don't know if any of them use one projector or two. If they use two projectors, but use the same "prints" as single projector setups, how does the 3D work? Show me why your PLF is as good or better than IMAX. Because, right now, IMAX's branding is far and away above everyone else.
Posted by Jason McMillan (Member # 5542) on 04-28-2014, 02:02 PM:
quote: Bobby Henderson
That one in Temple, TX I mentioned earlier must be the one for Premiere Cinema.
Oh you sure did mention it, I didn't even see that. But yes, that's PCC's 4th IMAX location... and they sell like gangbusters... so I'm sure the company wouldn't be opposed to looking at other locations in the future.
Posted by Paul Mayer (Member # 355) on 04-28-2014, 02:38 PM:
The new Regal Winrock Stadium 16 here in Albuquerque (opened about four months ago) has a new digital IMAX screen, as well as an RPX screen.
Posted by Edward Havens (Member # 4715) on 04-28-2014, 03:21 PM:
Sorry, there's a couple mistypes in my post above and the edit timelimit has expired. I meant to say "They're not just 'going along' with it," when I mentioned my guests' habits about IMAX.
I get maybe one concern a month, either in person or on Yelp, from someone who is unhappy we aren't a "true" IMAX theatre, but almost everyone is very pleased with the overall presentation. We'll see what happens if and when we get a PLF.
Posted by Terry Lynn-Stevens (Member # 7349) on 08-18-2014, 12:11 PM:
NEW YORK and LEAWOOD, Kan., Aug. 18, 2014 /PRNewswire/ -- IMAX Corporation IMAX, +2.55% (IMX) and AMC Entertainment Holdings, Inc. AMC, +0.43% today announced an expansion of the companies' existing joint revenue sharing arrangement with the addition of 11 IMAX® theatres. The theatres, which will carry 13-year lease terms from the date of installation, are expected to be installed in 2015 in cities that include Chicago, New York, Newark and Phoenix. Today's agreement brings AMC's total IMAX commitment to 159 theatres and reinforces its position as the largest IMAX exhibitor in North America.
"Guests are choosing AMC because they know they'll get the best possible movie-going experience, including more immersive IMAX theatres than anyone else in North America," said Gerry Lopez, CEO and president of AMC. "We look forward to strengthening our longstanding successful partnership and bringing The IMAX Experience® to more moviegoers across the United States"
"For nearly a decade, AMC and IMAX have worked together to bring millions of movie fans across North America the best cinema-going experience possible," said IMAX CEO Richard L. Gelfond. "Our collaborations continue on many fronts, most recently on new marketing initiatives which include developing custom IMAX content for AMC's marketing channels, successfully generating awareness of our brand and experience. We see today's agreement with AMC as an endorsement of the long-term viability of the IMAX domestic business and anticipate many more years of shared success."
The agreement terms include six new sites and the confirmation of five previously conditional sites.
And AMC Theatres Sign 11-Theatre Deal; Brings AMC IMAX Footprint To 159 Theatres web page
Posted by Mike Blakesley (Member # 26) on 08-18-2014, 03:38 PM:
quote: Terry Lynn-Stevens
Guests are choosing AMC because they know they'll get the best possible movie-going experience
I would love to know how many people specifically choose a certain brand of theater over another. I know when we've been in cities and looking to see a movie, I don't say "Oh, let's go to this brand of theater, they are awesome!"
The only time we've done that was the time we sought out the Imax version of "Gravity" during last year's Rocky Mountain NATO convention.
I would like to see Gallup or somebody do a survey with one question: Why did you chooose this particular movie theater to see tonight's show?
I expect the #1 answer would be mostly: "It's the closest to my house." Unless a certain chain has a REALLY crappy reputation locally which would cause people to go elsewhere on purpose.
Posted by Buck Wilson (Member # 5885) on 08-19-2014, 01:35 AM:
God, why, AMC. Why.
Please focus on Prime. You get to keep all the profit and it's such a better experience.
WHYYYYYYYYYYYYYYYYYYYY
Posted by Chris Slycord (Member # 4239) on 08-19-2014, 02:29 AM:
quote: Buck Wilson
God, why, AMC. Why.
Please focus on Prime. You get to keep all the profit and it's such a better experience.
WHYYYYYYYYYYYYYYYYYYYY
Because they care about bottom-line revenues and profits rather than per-ticket. They likely have run the numbers and seen that they make more actual profit from these locations. And I'm not surprised; the one place I worked that had an IMAX did very well with that screen even if I think it's not worth the difference in price.
Prime is simply not as strong a brand as IMAX. An issue here is that given that IMAX is "chain agnostic", it's simply going to be in more locations than any of these other big-screen formats and so none of them are going to get the same brand recognition even if that brand recognition is dubious...
Posted by Terry Lynn-Stevens (Member # 7349) on 08-19-2014, 03:23 AM:
@Buck, IMAX is in almost all major markets by this point, at least for North America. Competition might of been the reaaon for these IMAX additions, but I guarantee to that these locations will have nowhere near the grosses of top performing IMAX locations. In my region, there are three former 15\70 IMAX locations that were top 10 for IMAX grosses. AMC had two nearby locations that were two miles away, when IMAX digital came on the scene, the competing AMC theaters added IMAX.
As for pricing and profit, I can only speak of my local area but IMAX ticket sales are more profitable. An IMAX ticket is usually $20, IMAX always takes 15% of the ticket price. Ultra AVX is $16, so the theater and studio are splitting $17 for IMAX tickets while AVX is split on $16.
IMAX success is film dependent and so is PLF, I also think that PLF locations sometimes succeed in the shadow of IMAX.
In should be said that IMAX does not always succeed, but PLF screens don't always succeed either.
Posted by Bobby Henderson (Member # 840) on 08-19-2014, 09:32 AM:
quote: Obvious Sales Pitch From Press Release
Guests are choosing AMC because they know they'll get the best possible movie-going experience, including more immersive IMAX theatres than anyone else in North America
It's all about the brand and making money off that brand. It's not really about delivering the best possible movie going experience. And it sure as hell isn't about educating the public about the details. Just throw the brand in there and fool them out of their money while you do it.
It reminds me of that criminal case where a woman was duped by scammers in a parking lot (at a McDonalds in South Carolina IIRC). They sold her an Apple iPad that turned out to be a painted piece of wood bearing an Apple logo.
Americans, or rather pretty much the whole world, just loves brand worship.
quote: Terry Lynn-Stevens
IMAX success is film dependent and so is PLF, I also think that PLF locations sometimes succeed in the shadow of IMAX.
Warren Theaters is building a new complex in Broken Arrow, OK -a Tulsa suburb. It will have at least a couple giant screen theaters featuring 4K laser projection. But it won't have any IMAX branded houses, unlike their sites in Moore, OK and Wichita, KS.
Posted by Terry Lynn-Stevens (Member # 7349) on 08-19-2014, 10:39 AM:
quote: Bobby Henderson
It's all about the brand and making money off that brand. It's not really about delivering the best possible movie going experience. And it sure as hell isn't about educating the public about the details. Just throw the brand in there and fool them out of their money while you do it.
It reminds me of that criminal case where a woman was duped by scammers in a parking lot (at a McDonalds in South Carolina IIRC). They sold her an Apple iPad that turned out to be a painted piece of wood bearing an Apple logo.
Cineplex does this all the time with their Dolby Atmos systems. They advertise that the movie is in Dolby Atmos when in fact it is not. They even put the Dolby Atmos ad right before they movie.
I think Cineplex does a good job of living in the shadow of IMAX, they have a few AVX locations that are installed in the same complex as IMAX, they only do single projection with the RealD unit attached and then they do fake Dolby Atmos for select title. It drives me crazy and I could go on and on how much I hate watching a movie at Cineplex.
quote: Bobby Henderson
But it won't have any IMAX branded houses, unlike their sites in Moore, OK and Wichita, KS.
I can't remember which one, but I believe the Moore OK location is the best performing IMAX location in North America. I believe they do curtains at that location.
Posted by Bobby Henderson (Member # 840) on 08-19-2014, 02:07 PM:
quote: Terry Lynn-Stevens
Cineplex does this all the time with their Dolby Atmos systems. They advertise that the movie is in Dolby Atmos when in fact it is not. They even put the Dolby Atmos ad right before they movie.
The practice you're talking about is laziness. It's not about promoting the Dolby Atmos brand as much as it is theater management or whoever is putting together show playlists being too stupid, lazy or both to use a Dolby Atmos trailer only on movies being played in Dolby Atmos.
At least those theaters are playing movies in Dolby Atmos some of the time. An IMAX branded d-cinema theater ain't really showing anything in IMAX 100% of the time.
quote: Terry Lynn-Stevens
I can't remember which one, but I believe the Moore OK location is the best performing IMAX location in North America. I believe they do curtains at that location.
I know the Moore Warren theater does great business in the OKC area, but it was already the top performing multiplex in the region well before they added on the IMAX branded house. AMC stuck the IMAX logo on one of its theaters at the Quail Springs Mall 24 on the North side of Oklahoma City and I don't think that put a dent in Warren's numbers at all. Then Warren made their own deal with the IMAX people.
Yes, Warren's IMAX-branded screen in Moore has curtains. But the screen doesn't appear to have traditional masking. 'Scope movies retained in 'scope aspect ratio will be letterboxed on the screen. The IMAX-branded house is the only one in the Warren Moore complex that isn't THX certified. All the other standard priced houses are wired for 7.1 surround.
Warren is touting the giant screens in their new Broken Arrow location as being "better than IMAX." I don't know if that actually means anything. But it interesting to see them do something different with this theater build. It also has me thinking theater operators are seeing some serious drawbacks to letting IMAX corporate control the biggest house in their own theater.
Carmike Cinemas doesn't have a lot of IMAX branded screens. They may still open a few more, but lately any new theater they've been opening with a premium priced big screen has had a "Big D" theater rather than one with IMAX branding.
AMC is still firmly in bed with IMAX, having the most of those screens. The "ETX" and "Prime" houses, featuring things like Dolby Atmos and THX, seem to be either a test case kind of thing or a back-up plan in case the whole IMAX thing fizzles with the general public.
Posted by Terry Lynn-Stevens (Member # 7349) on 08-19-2014, 05:27 PM:
IMAX And Cinepolis Sign Three-Theatre Agreement In U.S. Which Expands Partnership To 25 Theatres In Eight Countries
NEW YORK, Aug. 13, 2014 /CNW/ -- IMAX Corporation (NYSE: IMAX; TSX: IMX) and Cinépolis, the world's fourth-largest cinema exhibition company, announced an agreement for three IMAX® theatres to be located throughout the United States. The first theatre will be added to the Cinépolis Posner Park complex in Kissimmee, Fla., with locations for the second and third theatres yet to be determined. The deal brings Cinépolis' IMAX commitment to 25 theatres and marks the exhibitor's first IMAX theatres in the United States
"Fueled by our success in other countries, the U.S. is now among the most important markets we've targeted for expansion. IMAX - with whom we have a relationship in eight countries - offers a complete end-to-end solution, works closely with filmmakers and has a brand that is widely recognized as the best way to experience event films," said Alejandro Ramirez, CEO of Cinépolis Worldwide. "Based on these factors and our success to date, we are confident IMAX will continue to strengthen our competitive position as we develop our U.S. circuit and other potential new markets."
"Today's agreement with Cinépolis makes it a true global partner that shares our international perspective on the growth of the film and exhibition industry," said IMAX CEO Richard L. Gelfond. "With our extensive network, IMAX is well-positioned to continue helping exhibitors and studios alike capture and grow the premium entertainment market globally. We are pleased to once again partner with Cinépolis to bring its first IMAX theatres to the U.S."
web page
Posted by Terry Lynn-Stevens (Member # 7349) on 01-10-2015, 04:03 PM:
Cineplex is set to open a brand new/new build IMAX location in Markham Ontario. The building is not yet opened as the final touches need to be done.
It is interesting as IMAX is using their classic style custom built rear units like you would see in a 15/70 museum location.
Posted by Dave Macaulay (Member # 813) on 01-27-2015, 09:59 AM:
From assorted press fluff:
IMAX - To compare the IMAX experience to “just seeing a movie” is like calling a Carnival cruise “just a vacation.” It sounds about right… but experienced folks know better. That’s why stepping into the IMAX Theatre you’ll find on a Carnival cruise is more like taking a brief escape from life. On the other side of the amazing screen you’ll find a world of first-run Hollywood blockbusters, recent hit films and IMAX shorts, all in a huge format that makes normal theaters look like your smartphone screen. And the very first IMAX Theatre at sea? Nowhere else but Carnival Vista.
IMAX and massive cruise line operator Carnival have unveiled the "world's first IMAX Theatre on a ship."
The theater will be part of Carnival's new monster ship, the Carnival Vista. The ship will be ready to sail in March 2016, and is the largest in the fleet.
Both companies say the the ship features an "IMAX screen three decks high, providing guests with the most immersive cinematic experience. Guest will be able to take in the latest Hollywood blockbusters and IMAX documentaries."
Posted by Jonathan M. Crist (Member # 413) on 03-08-2015, 03:30 PM:
IMAX Suing Whitaker Center
Harrisburg PA.
IMAX Corp. has hit the Whitaker Center for Science and the Arts with a federal lawsuit, claiming the Harrisburg facility defaulted to the tune of at least $376,000 on the lease for its former IMAX movie projection system.
Filing of the U.S. Middle District Court suit comes nearly six months after officials of the center, a centerpiece of the city's downtown, announced they were renovating the facility's theater and switching to a digital projection system.
Steve Bishop, the center's vice president for science and cinema programs, declined comment on the IMAX suit Tuesday.
Canada-based IMAX claims in court filings that the center's nonprofit operator, The Capital Center, owed it $376,203 in unpaid maintenance and rental fees on the now-disconnected IMAX system as of Oct. 30. IMAX terminated its lease with the center on that date. The center's relationship with IMAX dated to 1998, court records show, and IMAX claims the current lease was to run to September 2019.
The breach of contract suit states the center was obligated to pay IMAX an annual maintenance fee of $41,400, plus at least $75,000 in monthly rent. The center stopped paying rent last July and quit making maintenance payments in September, IMAX claims.
Officials of the center, which closed the facility's theater from mid-September to mid-October for the $1 million-plus renovation, said the change would give them the ability to show a wider array of films and other digitally-based programs. Also, they said the new system will use less energy.
Posted by Brad Miller (Member # 2) on 03-08-2015, 03:51 PM:
So typical. ![[Roll Eyes]](rolleyes.gif)
Unfortunately with the IMAX system being highly restrictive like that (costs significantly more money to operate and maintain, offers less flexibility, no control over bookings, it takes a massive cut of the profits, it doesn't provide what can be done otherwise with every bit or better quality plus a lot of other gotchas), they have had to turn to suing their own customers to get income. It's a pathetic way to run a company.
Hey IMAX people, here's a novel idea. Fix your product so people WANT to use it! If you have to shove it down their throats after they have tried it, then the system and/or your contractual requirements are obviously in dire need of change. ![[bs]](graemlins/bs.gif)
IMAX is so on the way out.
And before anyone starts trying to throw my comments back at me, I will note as an example that all of Film-Tech's NOC services have a 90 day "out" throughout the term of the contract. We firmly believe in providing a service/product to people that they WANT and APPRECIATE, not something where once the contract is signed we use "force" to keep them as a customer.
Posted by Buck Wilson (Member # 5885) on 03-08-2015, 05:46 PM:
I can't help but think "Who cares!?" every time this thread title pops up on the main page.
Who is installing IMAX? Who cares???
Posted by Terry Lynn-Stevens (Member # 7349) on 03-08-2015, 08:44 PM:
quote: Jonathan M. Crist
The center's relationship with IMAX dated to 1998, court records show, and IMAX claims the current lease was to run to September 2019.
Looks like this location wanted out of a deal they made with IMAX. More than likely this location was not making the money they thought they would make after they signed the extension to 2019. The institution business model is now as lucrative as it was in the past. There will probably be an out of court settlement.
There have a few complexes that have tried to go on their own and they really have not done all that well. I can't think any location off the top of my head that is doing large format or giant screen institutions without the IMAX name and succeeding. Most of these location think they will succeed with Hollywood fare but their business model was never designed for it.
quote: Buck Wilson
I can't help but think "Who cares!?" every time this thread title pops up on the main page.
Who is installing IMAX? Who cares???
Then why are you posting in this thread?
Posted by Carsten Kurz (Member # 5396) on 03-17-2015, 05:45 AM:
Actually IMAX is selling a lot of new contracts internationally. That's seem quite logical to me, as the US coverage was already quite high, whereas in other countries they did not have many screens.
- Carsten
Posted by Jonathan Goeldner (Member # 4854) on 04-07-2015, 09:41 PM:
the Whitaker Center should do what Portland Oregon's Science Center's now rejigged prior IMAX theater did - install a Christie 4K projector and a Dolby Atmos system.
Posted by Frank Angel (Member # 248) on 04-14-2015, 01:29 AM:
Has IMAX generally sworn off installing Atmos systems in favor of their own brand? Are the no IMAX installations what offer Atmos?
Posted by Jeffry L. Johnson (Member # 453) on 04-16-2015, 12:46 PM:
Yes, no Atmos. Imax flat screens may convert to their new 11-channel system. Dome screens will stay at 6-channels.
Posted by Bobby Henderson (Member # 840) on 04-16-2015, 01:45 PM:
Here's a big question: going forward how is the IMAX company going to equip new IMAX-branded theater builds?
Are they going to install the new 4K laser-based projection system and 12 channel sound system in all new IMAX-branded theaters as part of a transition to convert all the outmoded 2K systems to 4K? Or is the pricey new system going to be installed in select theaters.
I've read blurbs in articles from The Hollywood Reporter and a couple other places that suggested more than 70 of the new 4K systems have been ordered. At the same time the suggestion was made that the 4K laser-based systems would only be installed on the biggest screens, 80 feet wide and wider. This suggests a lot of existing 2K Xenon-based installations will remain that way indefinitely.
Another question is if IMAX will mix and match regarding the projection and sound systems. Will the new 12 channel sound system be installed exclusively in theaters with the laser-based projection system or will theaters running existing 2K Xenon-based units be able to upgrade to the new sound system?
Posted by Terry Lynn-Stevens (Member # 7349) on 04-29-2015, 11:48 AM:
I said a while back that IMAX may differentiate IMAX Xenon/IMAX laser.
It looks like they are:
IMAX with Laser seems to be the tagline.
IMAX with Laser
I personally recommend IMAX with Laser, I have seen a number of movies with it and I am glad I have the Scotiabank location just a few blocks away ![[Smile]](smile.gif)
Posted by Mike Blakesley (Member # 26) on 04-29-2015, 12:06 PM:
How much are tickets to the laser shows compared to non-laser?
Posted by Jonathan Goeldner (Member # 4854) on 04-29-2015, 01:54 PM:
well for the Smithsonian Udvar Hazy 'Avengers: Age of Ultron' (3D) laser screeenings the pricing is $15 (adults) $14 (seniors) $13.50 (children)
Posted by Terry Lynn-Stevens (Member # 7349) on 04-30-2015, 02:57 PM:
Seattle is now officially home to one of the world’s most advanced movie theaters.
After four months of renovation, the Boeing IMAX theater at the Pacific Science Center will re-open on Friday with new 4K laser projectors, a cutting-edge sound system, giant new seats, and an upgraded concession stand.
Earlier this month, GeekWire had a chance to watch a construction crew install a new 80-foot wide screen.
The 4K laser projection system exists in just three other locations worldwide. IMAX Chief Technology Officer Brian Bonnick told GeekWire that the laser technology represents the largest R&D investment in the company’s history.
“IMAX with laser is more than a handful of new innovations — it’s a re-imagination of the movie theater experience,” he said.
Bonnick said that the two 4K laser projectors double the amount of pixels on the screen, resulting in greater perceived resolution. Compared to the old technology, Bonnick said that movie-goers will also enjoy improved brightness, contrast, color, and resolution.
The laser system will also create a better experience for watching 3D movies “because we can project a left eye and right eye image at the same time to eliminate 3D artifacts and motion blur,” Bonnick explained. There are special new 3D glasses available, too:
There’s also a next-generation immersive sound system that features six 600-pound speakers and eight more “effects” speakers.
“Whether it’s a pin drop or feeling the heart-palpating force of a volcano, audiences will experience a new kind of visceral sound experience,” Bonnick said.
Finally, there is also new Internet-connected monitoring technology that allows engineers at the IMAX headquarters to remotely fix any software bugs or issues that arise.
Pacific Science Center is the first science center to launch the new IMAX technology. Theaters in Toronto, Hollywood, and Virginia also have the 4K laser projection system. IMAX has signed more than 71 laser systems worldwide to date.
“When you look at all of the individual components involved, there is a lot of sophisticated technology and science at play,” Bonnick said.
But for us, it is more about how can we blend science with art to deliver a cinema experience that suspends disbelief and transports audiences to new worlds. It’s the difference between watching a movie and being a part of one.”
The Boeing theater will reopen on May 1 with Avengers: Age of Ultron An IMAX 3D Experience. The documentary Humpback Whales 3D will start showing on May 4.
Inside one of the world’s most advanced IMAX theaters, opening this week in Seattle
Posted by Jonathan Goeldner (Member # 4854) on 04-30-2015, 03:05 PM:
so Smithsonian's Air & Space museum is not a 'science' center ... okay. ![[Wink]](wink.gif)
Posted by Terry Lynn-Stevens (Member # 7349) on 04-30-2015, 03:09 PM:
Udvar-Hazy debuts a sharper Imax projection system in time for ‘Avengers: Age of Ultron’
Like a lot of theaters, the Airbus Imax Theater at the National Air and Space Museum’s Steven F. Udvar-Hazy Center will be showing “Avengers: Age of Ultron” on Friday. They’ll just be doing it a little different.
The theater (14390 Air and Space Museum Parkway, Chantilly, Va.) is the East Coast’s first to install Imax’s dual 4K projection system, which uses lasers to create images on the screen.
“You’re going to get really bright images, both in 2-D and 3-D,” says Brian Bonnick, Imax’s chief technology officer (3-D film typically struggles to match the vivid colors of 2-D). “These will also be the sharpest pictures you’ve ever seen.”
Moreover, there’s a new sound system that Bonnick says creates an unprecedented moviegoing experience. (The new tech will not only be used for popular films, but also for the museum’s documentaries, like “Living in the Age of Airplanes.”)
It’s not just about the wow factor, Bonnick says. It’s about the movie. “What we’re really passionate about is creating an immersive experience,” he says. “You get into a story, and walk out, and the world’s changed a little bit for you. That’s what it’s really about.”
Udvar-Hazy debuts a sharper Imax projection system in time for ‘Avengers: Age of Ultron’
Posted by Joe Redifer (Member # 3) on 04-30-2015, 04:31 PM:
Terry did you copy and paste your post from a press release? Sure reads like it. What is "a cutting-edge sound system"? That tells me nothing.
Also should this topic be in the large format forum? Is digital IMAX truly considered Large Format? ![[Razz]](tongue.gif)
Posted by Bobby Henderson (Member # 840) on 04-30-2015, 10:35 PM:
quote: Terry Lynn-Stevens
Moreover, there’s a new sound system that Bonnick says creates an unprecedented moviegoing experience. (The new tech will not only be used for popular films)
Translation: the 12-channel mix will only be available when movies are mixed and output in Dolby Atmos and/or Auro 11.1 format.
BTW, isn't IMAX' laser projectors using Dolby 3D for the 3D process?
Posted by Mike Blakesley (Member # 26) on 04-30-2015, 11:39 PM:
Really, for a screen like that they should remove the first five or six rows completely and also several seats from both ends of the next few rows up. Can you imagine suffering through a whole movie from that bottom corner area, especially after paying $15 or more for the "privilege?"
Posted by Steve Guttag (Member # 268) on 05-01-2015, 06:54 AM:
Dual 4K = sharper than 15/70? In what demented universe is that? Or do you mean something that sourced in low 4K resolution (or even 8K resolution) doesn't look better on 15/70? But sourced on 15/70 and projected 15/70 beats dual 4K EVERY time.
As for technically advanced...if one only limits themselves to IMAX as a criteria where their sound systems have not advanced since the CD-Rom disc and channel configuration hasn't changed/advanced since oh, the early 1970s (or maybe before) and still doesn't really adequately cover the image they are trying to claim they have. Compare a new LIEMAX theatre to a Dolby Cinema with Dolby Vision and Dolby Atmos and LIEMAX seems still archaic. Dolby gets brighter and has higher contrast and sound wise just spanks LIEMAX.
Posted by Terry Monohan (Member # 8285) on 05-01-2015, 10:48 AM:
looks like they hid the surround speakers behind the wall panels. I hope this new Imax sound stereo surround system is better then what they had used in the past. Someday the folks at Imax need to put a curve on the big square box screen with no scope masking.
Posted by Jason Whyte (Member # 1433) on 05-01-2015, 11:35 AM:
"Seattle is now officially home to one of the world’s most advanced movie theaters."
This article (or Tom/Terry) forgets there's a much more technically advanced theater a five minute walk away from this IMAX theater.
Posted by Terry Lynn-Stevens (Member # 7349) on 05-01-2015, 11:55 AM:
And like with most Dolby Atmos installations, the one you are referring to opened with a whimper as there really isn't all that much coverage.
Posted by Mike Blakesley (Member # 26) on 05-01-2015, 11:57 AM:
That just means their local marketing person wasn't doing his job. Besides, it's not about the opening weekend crowds, it's about long-term success.
Posted by Brad Miller (Member # 2) on 05-01-2015, 12:38 PM:
IMAX is dead. LIEMAX (digital IMAX) isn't large format.
As such the original question of this thread is no longer even a question. The answer is NOBODY.
Thread closed.
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