IMAX in Israel
IMAX signs deal with Cinema City International.
Xenon lamp used in IMAX projectors.Pic: Xenon lamp used in IMAX projectors.Arguably larger than the country itself, IMAX Corporation will now be gracing Israel with its presence, after having signed a deal with Cinema City International.
According to Market Watch, Cinema City International is the largest exhibitor in Eastern Europe and long-standing operator of IMAX theatres in the region. The company plans to install two new digital IMAX theatre systems in Israel, which are currently set to open in 2011.
As part of the deal, Cinema City will also be upgrading all eight of its existing IMAX locations with its digital projection technology, following the success of its first IMAX digital upgrade in Lodz, Poland earlier this year.
Five of these locations are scheduled to be upgraded this year, said Market Watch, and the remaining three upgrades are to be completed in 2011.
This deal brings the total number of digital IMAX theatres operated by Cinema City to 11, and the total number of IMAX theatres expected to be operating in Europe and Israel by 2012 to more than 80.
"We have been operating IMAX theatres for many years and have seen first-hand how the IMAX business drives incremental revenue for an entire theatre complex and improves the overall perception of going to the movies for consumers," said Moshe (Mooky) Greidinger, Chief Executive Officer of Cinema City International.
"Earlier this year we upgraded our film-based IMAX system in Lodz with IMAX's digital system and have already recorded significantly improved operating results,” Greidinger continued. “The elimination of high film print costs and added program flexibility has made our decision to add new locations and upgrade all of our existing IMAX locations an easy one to make. We're very excited about our future with IMAX and look forward to offering more consumers in Eastern Europe and Israel awe-inspiring entertainment experiences."
The IMAX brand is recognized throughout the world for extraordinary and immersive entertainment experiences for consumers. As of June 30, 2010, there were 447 IMAX theatres (325 commercial, 122 institutional) operating in 47 countries.
And there you have it: Proof there’s no country too small for an IMAX experience.
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