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MONDAY, NOVEMBER 23, 2009
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IMAX Dismisses Gripes About Screen Size

Company focuses on digital quality, cheaper installation

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(Newser) – IMAX execs are shrugging off a recent burst of complaints that most of its screens aren't as huge as customers expect, according to the Hollywood Reporter. After a Parks and Recreation actor twittered indignantly that the screen in the theater where he saw the IMAX version of Star Trek was nearly standard size, the company is doing damage control while touting its strengths.

The "image maximum" screens, which can reach 76 feet high, originally booked mostly space and nature films, but remastering techniques and dropping installation costs have seen them branch out into blockbusters. The average IMAX screen has been just a little bigger than the typical movie screen for 6 years, execs say, arguing that audiences get enhanced viewing for their extra $5 apiece.

While the original IMAX screens were huge, and mostly used to show space films and special events, the smaller Digital IMAX theaters are now more common.
While the original IMAX screens were huge, and mostly used to show space films and special events, the smaller Digital IMAX theaters are now more common.   (©_sarchi)
The size issue for IMAX has existed for a long time without anyone objecting, but when an actor says anything on Twitter, expect it to kick up a fuss.
The size issue for IMAX has existed for a long time without anyone objecting, but when an actor says anything on Twitter, expect it to kick up a fuss.   (©Michael Dunn~!)
IMAX is in the enviable position of choosing which films to show. This summer's list includes
IMAX is in the enviable position of choosing which films to show. This summer's list includes "Night at the Museum: Battle of the Smithsonian" and the sixth Harry Potter, which will have 3-D elements.   (©lincoln-log)
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4 comments
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triordan
May 20, 09 10:10 AM CDT
I agree. I feel I've been to "real" IMAX screens which are huge and then "fake" IMAX screens which seem much smaller than the larger one's I've been to. I think the Movie Industry needs to play catch up with their technologies and offerings to customers. Offer something that can't be downloaded at home...D-BOX is an exciting idea. Reply
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RobN
May 20, 09 10:42 AM CDT
IMAX should worry. I just spent $15 to see Star Trek on IMAX and wouldn't do it again. I wandered into the theatre next door which was showing the non-IMAX and the screen was virtually the same. For that much extra money I want something special, and it wasn't. Reply
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Newser001
May 20, 09 12:46 PM CDT
My brothers and I spent $15.75 each on an IMAX 'Star Trek' presentation and we all felt unquestionably ripped off; not to be repeated. It was presented on a seemingly slightly oversized regular screen via TI-DLP projection system. I could have seen the same film via TI-DLP for $7.25. IMAX is destroying its credibility while simultaneously ripping off the public by certifying theaters that shouldn't be. IMAX is a Canadian venture (Mississauga, Ontario). Voice your concerns here, as I did: info@imax.com Reply
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IN RESPONSE:
Newser001
May 20, 09 1:18 PM CDT
Read the review from 'The Independent Journal Of The Large Format Motion Picture Industry' website. The 'wow' factor is seriously lmissing in these new “IMAX Digital” branded theaters... Screen size, no comparison (i.e.; Lincoln Square IMAX screen 76'x97' / 23x30 meters v Empire 25 IMAX 28'x58' / 8.5x18 meters). Clearly apples v oranges. The article alludes to it as the 'New Coke', but not worth the premium: http://www.lfexaminer.com/20081016.htm
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