IMAX has signed a deal to install 100 digital projection systems at AMC locations in 33 major U.S. markets, including 12 L.A. locations.
The theaters will feature IMAX's digital projection system, which is being developed for the IMAX MPX theater design. The agreement is projected to double IMAX's current commercial theater footprint in North America and accelerates the momentum behind IMAX and AMC's transition to digital projection technology. This is also projected to be a major boost for the fledgling 3-D initiative. Real D is currently the largest provider of digital 3-D screens, with Dolby also entering the field with its digital 3-D system.
"We are committed to delivering a premium entertainment experience by offering a menu of entertainment alternatives inside our facilities," said Peter C. Brown, chairman and CEO, AMC Ent. Inc. "Our expanded relationship with IMAX and the deployment of its state-of-the-art, next-generation digital projection systems is a key part of our strategy of continuing to broaden and enhance the AMC experience. It also builds on the successful partnership we have had with IMAX since June of 2005 and complements our overall digital plan."
The rollout of the first 50 IMAX digital projection systems will begin in July 2008 at premier AMC theater locations in 24 of the 33 selected markets, with an additional 25 scheduled for rollout in 2009 and 25 more in 2010. The IMAX theaters are slated to be installed in many of AMC's top-performing locations in the U.S., including: AMC South Barrington 30, Chicago; AMC Mesquite 30, Dallas; AMC Gulf Pointe 30, Houston; AMC Century City 15, Los Angeles; AMC Empire 25, New York; AMC Neshaminy 24, Philadelphia; AMC Eastridge 15, San Francisco; AMC Hoffman Center 22, Washington D.C.
"We couldn't be more pleased that The IMAX Experience will be more accessible to consumers in nearly every major market in the United States," said IMAX Co-Chairmen and Co-CEOs Richard L. Gelfond and Bradley J. Wechsler "AMC is unique in the number of successful, stadium-seat megaplexes in locations that could accommodate this large number of new IMAX theaters. Further, AMC's confidence in our digital projection system is a terrific endorsement."
In October, IMAX announced that it had moved up the launch date of its digital projection system to mid-2008 from its previously announced anticipated timeframe of the end of 2008 to mid-2009. The highly anticipated IMAX digital projection system will further enhance The IMAX Experience and help to drive profitability for studios, exhibitors and IMAX theaters by virtually eliminating the need for film prints, increasing program flexibility and ultimately increasing the number of movies shown on IMAX screens.
IMAX has already secured the following films: SPIDERWICK CHRONICLES (Paramount, Feb. 15, '08), KUNG FU PANDA (Paramount/DreamWorks, June 6, '08), THE DARK KNIGHT (Warner Bros. July 18, '08), as well as the following Paramount/DreamWorks stereoscopic animated titles: MONSTERS VS. ALIENS 3-D (March 27, '09), HOW TO TRAIN YOUR DRAGON 3-D (Nov. 20, '09) and SHREK GOES FOURTH 3-D (May 21, 2010).
For more info on IMAX, go to www.imax.com.
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
