US Cinemas Plan to Compete with IMAX with New Large Screen Brand

Major US theater chains, including Cinemark, Regal, and Marcus, are exploring the possibility of launching a new brand for large-screen theaters to compete with IMAX. These discussions focus on unifying their premium large-format theaters under a shared brand or standard, which could either be a new name or an industry-wide certification. The theater chains are motivated by IMAX’s growing dominance in the industry, as it continues to capture more than 10% of the box office revenue from blockbuster films, despite having only 372 locations in the US. Notably, AMC Entertainment, the largest cinema chain and major operator of IMAX screens, is not part of the ongoing talks. One of the key concerns being raised is the ability of these chains to provide the same level of visual quality and resolution that IMAX offers, especially without using the high-end 70mm film format or equivalent digital technology. The article discusses the challenges and opportunities these theater chains face in creating a competitive alternative to IMAX, while also addressing the wider trend of declining cinema attendance in favor of home viewing experiences.