Go for the (I)Max benefite!

Go for the (I)Max benefite!
Monday, December 06, 2004 14:56 IST
By Santa Banta News Network

Seven more IMAX theatres are to open in India by 2008, raising to 10 the number of such theatres in the country.

Richard L. Gelfond, co-CEO and co-chairman of Canada based IMAX Corporation, one of the world's leading entertainment technology companies, Friday told a news conference here that an IMAX theatre would open in Delhi late 2005 or early 2006 and one in Kolkata shortly afterwards.

India already has IMAX theatres in Mumbai, Ahmedabad and Hyderabad.

While Mumbai will get a second IMAX, other cities where the theatres will be set up are Pune, Surat, Kanpur, Lucknow, Nagpur, Patna and Indore.

Terming India as one the IMAX's faster growing markets globally, Gelfond said the theatres in Mumbai and Hyderabad were two of the top performing locations.

"The noteworthy success of IMAX DMR releases in India has us excited about and committed to growth in the country," said Gelfond.

"With the Indian moviegoers' proven appetite for Hollywood films in IMAX's format, and the new IMAX MPX theatre system, which significantly lowers the cost of opening an IMAX theatre, we believe there is a compelling opportunity for cinema operators and real estate developers in India to enter the IMAX business," he said.

Derived for "maximum image", IMAX theatres utilize IMAX's 15/70 format, which is ten times larger than the conventional 35mm format, and delivers the clearest, brightest and steadiest images in the world, the company says.

There are 235 IMAX theatres in 35 countries. Some of the theatres are located in institutions like museums and libraries.

"In an IMAX, you feel you are inside a movie while in conventional theatre you feel a third party," Gelfond contended.

Under the franchise and licensing system, IMAX provides the technology manufactured in Canada.

"We also give the sound equipment, the screen and other systems and provide films throughout the year," he said. In exchange, operators have to make an upfront payment and also pay royalty to IMAX.

The Prasad IMAX theatre in Hyderabad was set up at an investment of Rs.103 million ($2.35 million).

Gelfond was at the Prasad IMAX theatre to mark the release of "The Polar Express: An IMAX 3D Experience", the first full length Hollywood film ever converted into IMAX 3D.

During screenings, audiences will be able to virtually reach out and touch the falling snowflakes, feel a train screeching to a halt in their laps and hear a steam whistle blow at 14,000 watts of digital surround sound.

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