How the larger-than-life Imax plans to stay nimble GlobeArts
, which grossed US$36.1-million in Imax sales during its first weekend. But Imax – which doesn’t own theatres but licenses its technology and equipment to exhibitors for a take of the box-office sales, in addition to working with producers and directors during filming – will still have to face the streaming reckoning that is reshaping the industry.
“There’s no question in my mind that as the amount of blockbuster content increases, someone is going to have to curate that and help it stand out from the pack, to ‘eventicize’ it, and Imax is historically your place to do that,” Gelfond says during a recent interview in Toronto, two weeks before the. “There’s definitely opportunities to do that with streaming content, and we’ve talked with almost everyone in it or about to be in it.
Imax isn’t looking toward Hollywood alone. It already has a strong relationship with China – with about 600 theatres in the country today, and another “350 in backlog that will open in the next one to five years,” Gelfond says – which this winter paid off huge thanks to the success of. The Mandarin-language sci-fi epic, released during Chinese New Year in February, grossed US$45-million in Imax sales, becoming the company’s highest-grossing release ever in that market.
“Predicting the success of movies in China is difficult, and a few years ago, we would only choose one movie for that holiday period to show in Imax,” Gelfond says. “But two years ago, we started choosing three. This year, we had
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