IMAX continues its expansion, this time in Australia and Germany through a deal with Oz-based exhibitor EVT for five new, state-of-the-art IMAXs with laser systems in the two markets. As part of the deal, EVT will integrate a new IMAX screen into an Event Cinemas location in Sydney and four CineStar locations in Germany.
The agreement follows EVT’s successful launch of IMAX Sydney in Darling Harbor last month. In its first weeks of operation, it is already the top-grossing IMAX location in the world, outside of the US and the UK. The deal is also the largest deal for IMAX systems in Germany.
Jane Hastings, chief executive of EVT, said: “The extension of our partnership with IMAX is in line with our strategy to give customers a choice in how they watch a film. The right combination of our own cinema experiences such as Gold Class, Boutique and V-Max and global premium formats such as IMAX is proving to be successful. IMAX is performing exceptionally well at our current locations in Sydney, New Zealand and Germany and we look forward to offering the latest IMAX laser systems at additional locations in Australia and Germany in the near future.”
IMAX CEO Rich Gelfond said: “Following the hugely successful debut of IMAX Sydney, we are delighted to expand our partnership with EVT, a partner that goes beyond exhibitions to create world-class experiences that span cinema, dining, leisure and more. “
He continued: “Australia and Germany are two markets where consumer demand for IMAX far exceeds our presence, and this deal is great for our fans in both countries and for our continued network growth worldwide.”
The new agreement includes EVT subsidiaries Event Cinemas, the largest exhibitor in Australia, and CineStar, the largest exhibitor in Germany. IMAX and EVT have had a successful partnership since 2013 and, including this agreement, operate nine locations in Australia, Germany and New Zealand.
In October, IMAX expanded its partnership with Golden Screen Cinemas in Malaysia; and also in China with Hengdian Films.
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Source: Deadline
Bernice Bonaparte is an author and entertainment journalist who writes for The Fashion Vibes. With a passion for pop culture and a talent for staying up-to-date on the latest entertainment news, Bernice has become a trusted source for information on the entertainment industry.
