What Else Is New At IMAX
IMAX has also recently announced a new partnership. It’s now forming a 5050 joint venture with TCL Multimedia Technology Holdings Ltd. (China). The companies say the new integrated home theatre system will incorporate IMAX projection and sound technology and will launch in China and other markets in 2015.
The brand extension of IMAX into the home theatre arena is also the first step in research and development efforts to see where else the company’s technology can work. Richard Gelfond (IMAX CEO) cites computer displays and other personal devices as areas of interest. Forget about an IMAX television, even if it were to cost as much as a house. “We’ll never put the IMAX name on something unless it’s up to IMAX standards,” says Gelfond, a former investment banker who bought the company with a partner in 1994. “Can we evolve the technology in a more affordable context? I think eventually, we will.”