IMAX enters new partnership with Singapore exhibitor


MUMBAI: Singapore based exhibitor Shaw Theatres has signed an agreement to install a digital IMAX theatre system at its premier location in the heart of Singapore’s commercial retail and entertainment area, Orchard Road.


The IMAX installation scheduled to be open in spring of 2011 is part of a major remodeling of the Lido Cineplex in Shaw House.


"We have watched the IMAX brand grow significantly across the Asia-Pacific region and we believe it is an ideal fit for this iconic location. The combination of the growing slate of Hollywood blockbusters in the IMAX format and the super premium IMAX theatre system will deliver an exceptional experience our patrons will seek out and pay a premium for. We believe that IMAX will be a major entertainment anchor for our complex and Singapore," said Shaw Theatres executive vice president Mark Shaw.


"Shaw’s Lido Cineplex is located in the highest profile retail and entertainment area in Singapore, and the inclusion of an IMAX theatre there will increase the visibility of our brand in yet another key location within the Asia-Pacific market. There is great potential for the IMAX brand in Singapore, and this new partnership with Shaw Theatres, serves as a great way to capitalize on that potential," said IMAX CEO Richard L. Gelfond.


"We’re very excited to work with Shaw Theatres to help transform their cinema complex into a super-premium attraction for its customers. With the biggest Hollywood movies as well as select mainstream Chinese films now available in the IMAX format, we’re in a position to captivate a much wider audience and offer a broad range of movie experiences that moviegoers in Singapore can’t get anywhere else," added IMAX’s senior vice president and managing director Asia Pacific Don Savant.