For viewers, the Imax
brand connotes a premium moviegoing experience, featuring giant screens showing sharper, brighter images (sometimes in 3D), accompanied by finely tuned sound systems with sub-bass speakers capable of going a full octave lower than those in standard theaters.
For filmmakers, studios and exhibitors, when the Imax name is attached to a film, it also means bigger box office.
“If there are two auditoriums side-by-side in an AMC
theater, one regular 2D and one Imax, we’ll do triple the revenue at an Imax auditorium as we do in the auditorium right next door,” says Adam Aron
, chair and CEO of AMC Theaters
, the largest operator of Imax screens in North America.
Part of this is due to the prices of Imax tickets, which are $4 to $5 higher than their standard 2D counterparts. But it’s also because, today, if people are going to make the effort to leave