What Else Is New At IMAX

NOVO - - 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.”

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