News and Reviews....

    Movies at IMAX  May 2009

By Bob Lieto

    In a recent article I noticed the twists and dance of the IMAX executives while defending their right to be a media company, aside of the image cast of a large specialty exhibitor. It seems that the IMAX theaters are now open to show the entire Digital Catalog of current films. the Toronto based company is maneuvering into digital projection by rolling out hundreds of new venues linked to commercial movies like last summer's "the Dark Knight" and current hit "Star Trek".

Most of Imax's original venues were based in museums, and for years the exhibitor showed mostly nature and space films. the problem is that the public might be duped into thinking that the commercial movies will be on a giant screen, only to discover the screen size to be very close to conventional size. The public might also pay a premium to see the film in the Imax theater where screen size was as large as 76 feet tall and 135  feet wide in 16 x 9.

Imax Theater System now cost about 1.5 Million to get up and running whereas the older, larger venues were at 5 Million. The company's multiplex agreements allow the removal of the lower portion of the seating in stadium-seat venues, creating the perception of greater screen size and viewing immersion. Major studios are now releasing films directly to Imax, which has deals with almost all major movie studios. And certain films will have select 3-D scenes viewable only in IMAX presentations.

Comment .....   In a time were we see multiplexes like the Showcase Cinemas going dark, it is refreshing to see a new player on the commercial movie side. With 3-D being the hook that most cinemas now hand their hat, I wonder when Home Theater will again show its advantage overall and subject the IMAX to the harsh reality that came to the demise of the Showcase Cinema. I believe that IMAX should remain the specialty 70mm nature and science venue it started and continue its initial concept.

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