Imax signs theatre deal with Stellar Cinemas in China


MUMBAI: Imax Corporation and China’s Stellar Investment that operates theatres under the name Stellar Cinemas, have inked an agreement to install two digital Imax theatre systems into multiplexes in Shanghai and Beijing.

The first location is scheduled to be installed in the Shanghai Stellar Zhengda Multiplex in Shanghai in time for the release of Aftershock, the first Chinese film to be digitally re-mastered into the image and sound quality of The Imax Experience. The other location is scheduled to be installed in Beijing as part of a new complex which is expected to be completed in 2011.

"The Imax Experience is generating incredible consumer response in China, and we believe entering this partnership creates an opportunity for us to extend the Imax premium movie going experience to more consumers and increase the visibility of our brand. We’re particularly pleased with the speed at which a digital IMAX theatre system can be installed, as it will enable us to capitalize on the upcoming Imax release of Aftershock in July, in addition to the large slate of digitally re-mastered Hollywood films," said Stellar Cinemas president Bruce Ren.

"Today’s announcement provides another proof point that an Imax theatre is a significant addition to key multiplexes in this rapidly growing market. The rollout of our digital projection system has enabled us to begin expanding Imax programming to include mainstream Chinese films, and that is generating more interest from Chinese exhibitors which is resulting in new locations. We are very pleased to be associated with a leading Chinese entertainment company like Stellar as we continue to expand our audience and grow our network in the region," said Imax CEO Richard L. Gelfond.