May 1, 2015—IMAX Corporation (NYSE: IMAX) today announced it is launching its new laser projection system in the Airbus IMAX Theater at the Steven F. Udvar-Hazy Center in Chantilly, Va., and in the Boeing IMAX Theater at Pacific Science Center in Seattle, Washington on May 1—just in time for the release of Marvel's highly anticipated film, Avengers: Age of Ultron. The ground-breaking technology will provide audiences at the theatres with unparalleled brightness, contrast, color and sound.
Today's announcement brings IMAX's laser network to four—including Cineplex's Scotiabank theatre in Toronto and The TCL Chinese Theatre in Los Angeles. In collaboration with the filmmakers and Marvel, Avengers: Age of Ultron will mark the first film to be re-mixed for IMAX's new 12 channel sound system at these IMAX with laser locations.
“We are pleased that two of our longtime partners—the Smithsonian and Pacific Science Center—will be bringing this cutting-edge laser technology to their prestigious venues,” said IMAX CEO Richard L. Gelfond. “We couldn't think of a better film to launch these locations, as well as our first 12-channel sound mix, than Marvel's highly-anticipated Avengers sequel. The feedback and support we have been receiving on the new system from filmmakers, exhibitors and moviegoers have been extremely encouraging and we look forward to continuing our mission to blend art with science to create a unique experience audiences can't find anywhere else.”
Zarth Bertsch, Smithsonian's Director of Theaters, added: “IMAX with laser will deliver our visitors at the Airbus IMAX Theater a more immersive and visceral experience, including 3D for the first time, enabling us to show more documentary films and Hollywood blockbusters. We're excited to be the first museum in the world to receive this new technology—continuing our decades-long partnership with IMAX to provide the best educational and entertainment experiences.”
Diane Carlson, Pacific Science Center's Vice President Guest Services & Theaters, commented: “Pacific Science Center has partnered with IMAX since 1979 to provide the best presentation in cinema. They keep innovating and we keep upgrading. IMAX with laser immerses our audiences in the action like never before with brighter, crisper images and the ultimate immersive sound system. The IMAX with laser experience has set the new cinematic standard for excitement and education and we are proud to present it to our community.”
Designed from the ground up for IMAX's largest screens, the dual 4K laser projection system is equipped with a new optical engine and suite of proprietary IMAX technologies capable of projecting an image with up to a 1.43:1 aspect ratio with maximum resolution and sharpness, unparalleled 2D and 3D brightness, industry-leading contrast and an expanded color gamut that will allow filmmakers to present more vivid and exotic colors than ever before.
The new system also includes IMAX's next-generation sound technology that delivers even greater power and precision for ultimate audio immersion. It has been upgraded to 12 discrete channels plus sub-bass, and includes additional side channels as well as new overhead channels that will improve the system's ability to position sounds around the audience and further ensure every seat is the best in the house.
IMAX has signed more than 71 laser system deals to date with iconic venues such as AMC Theatres' Lincoln Square 13 (New York City), Universal Citywalk Stadium 19 (Los Angeles) and Metreon 16 (San Francisco) IMAX locations, the Empire Leicester Square IMAX (London), the Darling Harbor IMAX (Sydney), as well as several upcoming Wanda IMAX locations in China.
The IMAX release of Marvel's Avengers: Age of Ultron will be digitally re-mastered into the image and sound quality of An IMAX 3D Experience® with proprietary IMAX DMR® (Digital Re-mastering) technology. The crystal-clear images coupled with IMAX's customized theatre geometry and powerful digital audio create a unique environment that will make audiences feel as if they are in the movie.
About IMAX Corporation
IMAX, an innovator in entertainment technology, combines proprietary software, architecture and equipment to create experiences that take you beyond the edge of your seat to a world you've never imagined. Top filmmakers and studios are utilizing IMAX theatres to connect with audiences in extraordinary ways, and, as such, IMAX's network is among the most important and successful theatrical distribution platforms for major event films around the globe.
IMAX is headquartered in New York, Toronto and Los Angeles, with offices in London, Tokyo, Shanghai and Beijing. As of March 31, 2015, there were 943 IMAX theatres (820 commercial multiplexes, 18 commercial destinations and 105 institutions) in 63 countries.
IMAX®, IMAX® 3D, IMAX DMR®, Experience It In IMAX®, An IMAX 3D Experience®, The IMAX Experience® and IMAX Is Believing® are trademarks of IMAX Corporation. More information about the Company can be found at www.imax.com. You may also connect with IMAX on Facebook (www.facebook.com/imax), Twitter (www.twitter.com/imax) and YouTube (www.youtube.com/imaxmovies).
Source: IMAX Corporation