Theater planned for Bremen, Northern Germany
After considerable growth in France, Russia and the U.K., Imax announced on Wednesday its first joint venture in Germany, with multiplex operator Cinemaxx.As part of the initial deal, the companies will partner on a new digital Imax theater in the northern city of Bremen this year. Cine-maxx intends to open at least four more Imax theaters. Imax CEO Richard L. Gelfond said Germany was “a large and underpenetrated market for Imax.” While a number of museums have Imax theaters, the only commercial venue is at Potsdamer Platz in Berlin. Deal will bring the total number of Imax theaters scheduled to be operating in Europe, Russia/CIS and the Middle East to 115. Imax’s new theater agreements have increased to 199 worldwide this year from only 35 in 2009.