April 14, 2014—Five 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. Just as with IMAX, moviegoers pay a premium to watch movies in these auditoriums. Read the full New York Times article about the battle for bigger screens here.