IMAX signs theatre deal in China

MUMBAI: IMAX Corporation has inked an agreement with China’s Nanjing Deji Plaza to install an IMAX theatre in the recently opened Deji Plaza Mall, the largest mall in the city of Nanjing.

The IMAX theatre will be part of the project’s second phase of development, which will include the largest multiplex in the Jiangsu province. The deal was signed following continued strong box office performances from Hollywood movies that have been digitally re-mastered into IMAX’s format and released to IMAX theatres. The new theatre is scheduled to open in mid 2010.

“China’s IMAX network is expanding in both commercial and institutional markets. We believe that participating in the city’s largest entertainment and retail development with a prominent developer such as the Deji Plaza Co., is an effective way to introduce the IMAX brand to consumers in Nanjing,” said IMAX co-CEO and co-chairmen Richard L. Gelfond and Bradley J. Wechsler.

“The IMAX brand is recognized by consumers in many countries worldwide as the premiere way to experience cinema and it’s universal appeal, combined with the ability to show Hollywood movies in a unique and powerful way, makes the IMAX theatre an anchor attraction that will draw more people out of their homes and into the new Deji Plaza Mall,” added Nanjing Deji Plaza general manager Madam Zeng Wenwen.

The new theatre will utilize IMAX MPX technology, designed specifically to enable multiplex operators to more cost effectively enter into the IMAX theatre business, either by retrofitting an existing stadium seating auditorium or via an economical new build. The IMAX theatre will be capable of playing Hollywood event films that have been digitally re-mastered into the unparalleled image and sound quality of The IMAX Experience, as well as original IMAX productions in 2D and IMAX 3D.

When IMAX established its Asian headquarters in Shanghai in June 2002, there were two IMAX theatres open in the country, with two more in development. There are currently 12 IMAX theatres open in The People’s Republic of China, and the total number of IMAX theatres scheduled to be open by the end of 2010 is more than 25.