IMAX signs theatre deal in Siberia


MUMBAI: IMAX Corporation has inked an agreement with Russian exhibitor Art Science Cinema Distribution to install an IMAX theatre in the city of Novosibirsk.


The IMAX theatre will be part of the exhibitor’s new multiplex planned for completion in late 2008. The deal was signed following a string of successful Hollywood films presented in IMAX’s format across Europe, including Harry Potter and the Order of the Phoenix: An IMAX 3D Experience, which features an explosive finale in IMAX 3D. The opening of this film marked the first time that Russia’s three IMAX theatres opened a Hollywood IMAX release simultaneously, and all three theatres reported record-breaking box office results with a per screen average of more than $70,000 for the opening weekend.


“Art Science Cinema Distribution is one of Russia’s largest exhibitors, and we believe that entering into a partnership with them is an effective way to introduce the IMAX brand to millions of moviegoers in the region,” said IMAX Co-CEO’s and Co-Chairmen Richard L. Gelfond and Bradley J. Wechsler. “Based on the positive reactions from Russian moviegoers so far, we see growth potential in this vast and largely untapped market.”


“The IMAX Experience gives us the ability to offer something that far exceeds any other cinematic experience in Siberia,” said Lubov Sainova, General Director of Art Science Cinema Distribution. “With Hollywood movies that have been digitally re-mastered into IMAX’s format as well as documentaries that are both entertaining and educational, we will offer consumers a cinematic experience they can’t get at home — and that will be good for all areas of our business at this location. Moreover, our classic IMAX documentary programming is ideally suited to the city’s recent surge of science and education initiatives.”


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.