Word: multiplexer
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Dates: during 2000-2009
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IMAX is pitching its wares to multiplex theaters and Hollywood...
...story-tall screens in museums and its educational films on such subjects as dolphins and space--some in 3-D. Cool? Definitely. Profitable? Not very, especially considering the $8 million cost of an IMAX theater. But over the past 21 months, IMAX has introduced a new technology that allows multiplex operators to retrofit existing theaters for about $1.6 million. The company also developed a way to digitally convert films to its giant-screen format--making Hollywood blockbusters easily IMAX ready. (At the moment the 3D process used in Polar Express works only on computer-generated films; 3-D live-action...
...once staid IMAX now has Hollywood sizzle and a new customer base: multiplex owners. The updated business model appears to be working. In the past year, IMAX had successful runs with three Hollywood titles, including Spider-Man 2, and has inked deals for 25 theaters worldwide. IMAX now operates 245 theaters in 35 countries, including China and India...
HOLLYWOOD AND DIVINE Churches lead the multitudes to the multiplex...
...hype and summer blockbusters, it seems easy to feel impressed by a movie well before one stumbles into the freezing dimness of the theater. If the multiplex happens to be in one of countless depressing shopping malls or on the side of the oppressive expressway, the build-up is even bigger. And if the trailer is any good—these days they’re often very, very good—nothing can increase your enthusiasm, not even cheap popcorn...