Imax signs two-theatre deal in Philippines

MUMBAI: Imax Corporation and SM Prime Holdings, the largest mall operator in the Philippines, today announced an agreement to install two Imax digital projection systems at shopping malls in the cities of Manila and Cebu. The deal follows the tremendous success of SM’s first Imax theatre, which has been the highest grossing screen in the country since it opened in 2006. Under the terms of the parties’ agreement, the two Imax digital theatre systems are expected to be installed during the third and fourth quarters of 2009.


“International growth remains an important part of our commercial strategy, and we couldn’t be happier with SM Prime Holding’s decision to expand its Imax network in the Philippines following the success of its first theatre,” said Imax co-chairmen and co-CEOs Richard L. Gelfond and Bradley J. Wechsler.


Located in Manila, the SM Imax Theatre is an anchor attraction at the SM Mall of Asia, and attendance has already surpassed 175,000 individual ticket sales. Hollywood movies that have been digitally re-mastered into Imax’s format have consistently performed very well, with moviegoers paying as much as a 100 percent premium for select shows.


SM’s new locations will utilize the new digital projection system being developed by Imax. The system is configured for an Imax MPX-style auditorium, which is designed specifically to enable multiplex operators to more cost effectively enter into the Imax theatre business. The theatres will be capable of playing Hollywood movies 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.


Imax has already secured important parts of its film slate for 2008, 2009 and 2010 through agreements with major Hollywood studios including: The Spiderwick Chronicles (February 2008), Shine A Light (April 2008), Kung Fu Panda (June 2008), The Dark Knight (July 2008), Under the Sea 3D (working title, February 2009), Monsters vs. Aliens 3D (March 2009), How to Train Your Dragon 3D (November 2009), Hubble 3D (working title,  February 2010) and Shrek Goes Forth 3D (May 2010).