INTERVIEW
in a way that you don ’ t get at home or on various devices . When you go out to the movies you expect to see , hear and feel the best , most premium movie experience .
“ Technology aside , comedies are funnier and thrillers are more enthralling when there are 400 other people laughing and holding their breath with you . I believe humans have a desire to be collectively entertained .”
The IMAX factor The rise of on demand has reinforced the importance of cinema continuing to up its game . If the likes of IMAX stall in their pursuit of development and allow home streaming to narrow the quality gap , consumers may opt to stay in more often .
Moreover , “ consumers are paying a premium price for IMAX so it ’ s incredibly important that we deliver a premium experience ,” Cripps added . “ If you ’ re going to compete with in-home you must live up to your promises .”
For 50 years IMAX has been pioneering the big screen experience . In the last 12 months it has introduced laser projection and immersive sound to screens in London ’ s Leicester
Square and Cineworld in Sheffield , UK .
It has also embarked on a joint venture with camera specialist ARRI . Together they provide IMAX cameras for filmmakers to shoot scenes , giving a taller image and larger aspect ratio on screen . The new Captain America movie was partially filmed with one of these cameras .
Global footprint The second way in which IMAX plans to compete with the growth of on demand streaming is to expand its own network of screens . Although China represents the most significant growth market ( 290 theatres already installed with a further 240 ready and waiting ), Cripps is also targeting
12 June 2016