IMAX Movies Heading to Multiplexes

[Gservo]

You could be seeing future IMAX versions of the Star Wars movies at your local multiplex. ScreenDaily reports:
IMAX Corporation today (Mar 3) announced a deal with US cinema chain Jack Loeks Theatres to install its first large-format theatre system specifically designed for use in multiplex theatres. The move is a departure from the traditional IMAX format, which required construction of a new theatre. Under the new IMAX MPX technology, a small projection system can be added to an existing multiplex theatre or converted from two adjacent and under-used stadium-seating auditoria in a multiplex.
The new IMAX theatre is expected to become operational in a Loeks multiplex in Michigan in the first quarter of 2004. The projection system works on the same level as a 35mm projection booth and costs around $3m to install the equipment and construct a booth, IMAX co-chairman and co-CEO Richard Gelfond told Screendaily. "It's more of what I call 'plug and play'," Gelfond said.

"We have been extremely pleased with the performance of our existing IMAX theatre in Grand Rapids, Michigan, and are now thrilled to have a product that will enable us to bring IMAX to even more markets," John D Loeks, CEO of Jack Loeks Theatres, said in a statement. "The economics of adding IMAX theatres have been significantly improved, making the return on investment even more attractive, particularly in smaller markets." A traditional IMAX screen has in the past cost $5m to install.