LONDON — IMAX Corporation and Odeon-UCI Cinemas Group, Europe’s largest exhib, have inked a deal to install an IMAX theater system in the exhib’s flagship cinema in Liverpool, U.K.
Deal marks the seventh IMAX screen the exhib operates, making it the largest operator of IMAX in Blighty.
The new screen is skedded to open in time for the 3D release of “Shrek Forever After” on July 2.
“The incremental boost in performance that we receive by adding an IMAX theater to our existing complexes helps to drive our bottom line and our overall box office,” said Rupert Gavin, CEO of Odeon-UCI Cinemas Group.
He added it also gave viewers the “premium cinema experience they are looking for.”
The exhib recently completed the installation of 266 digital 3D systems in Blighty and 414 digital installations throughout Europe.
Odeon also has IMAX locations in Wimbledon, Greenwich, Gateshead, Manchester, Cardiff and Southhampton.