Magazine article Variety

Large Format Firm Takes on the World One Territory at a Time

Magazine article Variety

Large Format Firm Takes on the World One Territory at a Time

Article excerpt

In the late '90s, Imax saw a big opportunity in China. The country had a huge population vastly underserved by a movie exhibition infrastructure that had gone to seed during the Cultural Revolution of the '60s and '70s and never fully recovered. At the time, Imax was still focused on documentaries, which, unlike Hollywood fare, were unlikely to inspire the ire of China's censors.

"I spent first the first two years meeting with government officials to ask what was the best way to get into China, so instead of being outsiders coming into the country, we had positioned ourselves as something more organic," says Imax CEO Richard Gelfond.

By the time China opened its doors to Western films, Imax was well-positioned to take advantage. The company opened its first theater in China at the Shanghai Science and Technology Museum in December 2001. Today, it has 499 screens in the country, with deals in place for 350 more, operating under its Imax in China division, headquartered in Shanghai.

China is not the only foreign territory Imax has conquered. In fact, nearly two-thirds of its 1,300-plus screens are located outside North America - accounting for roughly the same percentage of Imax's revenue - and hundreds more are scheduled to open for business in the coming years through a growing number of partnerships with local exhibitors. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.