![]() One reason involves a desire to market more films as must-see events. Some studios, notably 20th Century Fox, have been helping to build up the PLF network. Recognizing that the mishmash of formats - ETX, RPX, XD and so on - confuses consumers, Cinemark has started referring to the new group of large-format theaters as PLF, or premium large format, which may or may not help. Together the chains operate 325 of their own large-format screens. ![]() There are now 365 nonmuseum Imax venues in North America. Unlike with Imax, the chains do not have to share revenue with another exhibitor. Just as with Imax, moviegoers pay a premium to watch movies in these auditoriums. Imax collects fees from its chain partners totaling about 20 percent of ticket sales.įive years ago, the chains - led by Cinemark - started using off-the-shelf digital technology to build their own large-format theaters, which they operate under a grab bag of brands, including BigD, ETX, Prime, RPX, UltraAVX and XD. Ticket buyers pay an extra $3 to $5 to watch movies in them. It’s a smart strategy.”Ĭinemark Holdings and the country’s two biggest theater chains, Regal Entertainment and AMC Entertainment, together operate hundreds of Imax auditoriums, which use proprietary technology to project movies in extra-high resolution on floor-to-ceiling screens. “Adding large-format screens and other premium offerings at an upcharge is one way to do it. attendance isn’t increasing long term, so they need to get more money out of the same person to grow the core business,” said Townsend Buckles, a media analyst at J. “Cinemark and the other chains realize that U.S. Move beyond the saber rattling, however, and a more complicated picture emerges - one that has less to do with a business threat for a still-surging Imax, analysts say, and more with desperation by the big chains to find new ways to grow in the United States and Canada, where attendance has been softening for a decade. Gelfond, Imax’s chief executive, said in response: “If you blow up a movie or put it on a larger screen without the proper technology, which is what is happening, you create a blurry, worse image and in a way mislead the customer.” ![]() “The moviegoing public absolutely loves our premium large-format screens, and studios are noticing the impressive results,” said Timothy Warner, Cinemark’s chief executive. 3 theater chain, has been promoting the growth of its network of extra-large movie screens, and Imax, the standard-bearer in the format for decades, has reacted with popped claws. LOS ANGELES - On the surface it’s just an old-fashioned game of Hollywood tit for tat: Cinemark, the nation’s No. ![]()
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