Big picture:
Got Friday night plans? How about an IMAX movie in your living room?
While IMAX delivered its best quarter of the pandemic era, they are still exploring at-home options. In their earnings call this month, IMAX CEO Rich Gelfond announced IMAX Enhanced, a product for at-home IMAX-quality streaming.
This week, Disney Plus announced it would be the first company to offer parts of the product on their streaming service. Starting tomorrow, Disney Plus subscribers will be able to stream 13 Marvel movies in IMAX’s Expanded Aspect Ratio – offering 26% more screen picture and visuals as the filmmakers intended.
In the future, IMAX Enhanced will provide additional audio and visual enhancements that will require a high-priced TV to work properly.
Why it matters:
It’s no surprise movie theaters have struggled throughout the pandemic, but even before 2020, ticket sales were declining. Theaters have tried to combat this trend by raising ticket prices and providing better-quality viewing experiences, such as theaters with meals or reclining seats. Still, as streaming services continue to release blockbuster hits direct to the platform, movie theaters may be a thing of the past.
The launch of IMAX Enhanced furthers this trend for at-home entertainment. IMAX is the first major theater chain to make a move towards home theaters. Partnering with Disney Plus, one of the most extensive streaming services, for their partial launch is taking a big bet on the future of media consumption and distribution.
IMAX may have found a way to adapt its brand to the current media climate.
this sounds like fake IMAX like most movie theaters advertising it are
