MUMBAI: Imax Corporation and Russian exhibitor Rising Star Media have inked an agreement to expand their relationship by installing two more digital Imax theatre systems by spring 2010.
The deal follows a successful run of Imax titles at the exhibitor’s two existing Imax locations. Under terms of the deal, Rising Star will add a new digital Imax location in Moscow, and upgrade its existing film-based Imax location in St. Petersburg with an Imax digital projection system.
“We have a long and successful history with Imax and it is great to see our relationship grow to new heights in Russia. The incremental box office returns from our Kinostar venues with Imax, combined with the growing number of Hollywood blockbusters released in Imax’s unique format makes the decision to expand our relationship an easy one,” said Rising Star Media chairwoman Shari E. Redstone.
“Through our experience with a range of 3D technologies we have learned that Imax 3D resonates with Russian moviegoers, and they are seeking out the premium Imax experience at our theatres. Our partnership with Imax has become very important to us as we continue to strive to offer the best movie going experience in our industry,” said Rising Star Media CEO Paul B. Heth.
“Russia remains a key part of our European expansion strategy. Our strong film slate and digital projection system continues to drive interest from existing partners as well as exhibitors who are not yet in the Imax business. This expanded relationship with Rising Star Media, one of the top exhibitors in the region, fuels that interest and reinforces our cache with Russian consumers,” said Imax CEO Richard L. Gelfond.