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This topic comprises 4 pages: 1 2 3 4
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Topic: Who is still installing IMAX?
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Bobby Henderson
"Ask me about Trajan."
Posts: 10973
From: Lawton, OK, USA
Registered: Apr 2001
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posted 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.
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Edward Havens
Jedi Master Film Handler
Posts: 614
From: Los Angeles, CA
Registered: Mar 2008
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posted 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.
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Terry Lynn-Stevens
Phenomenal Film Handler
Posts: 1081
From: Toronto, Ontario, Canada
Registered: Dec 2012
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posted 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
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