Canuck-based Imax plans to offer three years of exclusivity to exhibs that add large-screen theaters to their multiplexes.
Company has identified 280 areas in the U.S. that could support an Imax theater. Scheme hinges on Imax’s proprietary DMR process, which re-masters 35mm films to the Imax 70mm format.
Research following the first two DMR “event” films, “Apollo 13” and “Star Wars: Episode II — Attack of the Clones,” indicates that moviegoers are willing to pay more and travel further for the large-screen experience.
“The Matrix Reloaded” will open in about 50 Imax theaters on June 6.