MAXimizing Their Assets - IMAX Begins the Transition to Digital Cinema

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At ShoWest this past March – and with some fanfare – IMAX announced that the company is beginning the transition to digital cinema. We contacted IMAX executives to work with us on a story about the transition and they agreed. However in our initial exchange they did not answer some of our key questions regarding what specific projectors, servers, etc. they are installing. They suggested that they’re developing proprietary IMAX systems for their theatres.

 

In the end IMAX executives declined to answer our last round of follow up questions including a basic one like whether they will be marketing their proprietary technology to other exhibitors. Instead they responded through a spokesman who said, “The technical team answered everything that they are allowed to at this point. It will be best (at this point) to use the language already provided. Probably later down the road as we rollout the digital technology more information will become available.” With that as a backdrop, here is our conversation with IMAX’s Brian Bonnick.

 

Brian Bonnick is senior vice president, Technology of IMAX Corporation. He is responsible for technology, manufacturing and client support for theatre sound and projection systems.

 

Bonnick oversaw the development IMAX DMR (digital re-mastering) technology, which was designed to digitally re-master any Hollywood blockbusters into IMAX’s format. He also oversaw the development of the IMAX MPX theatre system, designed to enable commercial multiplex operators to easily enter into the IMAX business by retrofitting an existing 35mm auditorium. Both technologies were instrumental in propelling IMAX into the worldwide commercial exhibition market and establishing the IMAX theatre network as a regular release window for Hollywood blockbusters – a core part of IMAX Corporation’s growth strategy.

 

Digital Cinema Report: IMAX has announced that it is transitioning to digital cinema. How many screens are involved? Has the process started and how long is it expected to take?

 

Brian Bonnick: Approximately 50 new IMAX digital theatres will be installed in 2008 and approximately 90 will be installed in 2009. IMAX plans to upgrade its existing MPX film-based theatres starting in 2009 and continuing in the years ahead, although no exact timeline has been announced.

 

DCR: What is the range of screen sizes in the IMAX chain?

 

BB: The new IMAX digital theatre system screens can be up to 70-feet wide and more than 40-feet tall. This large size, combined with the patented IMAX theatre geometry, give viewers a perceived screen size increase of approximately 200 percent (on average).

 

DCR: Will IMAX continue to screen movies in film in some locations?

 

BB: Yes, some IMAX theatres will continue to show film-based titles.

 

DCR: If yes, how will you determine which theatres remain film and which become digital? What projectors will be installed? Which 3D system will be installed?

 

BB: Our initial rollout of digital theatre systems will be reserved for new locations. Once this phase is underway, we will evaluate the upgrade-to-digital possibilities for the appropriate locations within the existing film-based IMAX network.

 

IMAX’s digitial projection system (capable of both 2D and IMAX 3D) integrates a suite of proprietary IMAX intellectual properties with the DLP Cinema projector solution in a way that creates The IMAX experience in a digital format.  IMAX’s digital system is designed to replicate, or enhance, the unparalleled image and sound quality of the IMAX experience consumers have come to recognize and enjoy.

 

DCR: Will every screen have 3D capability?

 

BB: Yes.

 

DCR: Will the transition to digital 3D require new screens?

 

BB: When an existing conventional 35mm theatre is converted into an IMAX theatre, the special IMAX screen is certainly one of the necessary components. Existing “IMAX MPX” theatres that will eventually upgrade to IMAX Digital will not require a new IMAX screen.

 

DCR: IMAX has always charged a premium. Will you charge any additional fees to cover the digital transition?

 

BB: Exhibitors on a theatre-by-theatre basis determine the prices for IMAX movies. But there are no additional fees on top of the premium those moviegoers would normally pay for an IMAX ticket.