Some of the nation’s largest exhibitors have begun talks to develop their own premium large format offerings as an alternative to IMAX. Bloomberg reports that Regal, Cinemark, and Marcus are all involved in these discussions, representing the second, third, and fourth largest U.S. circuits. As of this point, AMC, the largest, is not participating.
The desire to create an IMAX-alternative reflects developing tensions between exhibitors and the iconic big-screen cinema brand, stemming from several direct movie distribution deals that IMAX reached with studios, a focus by studios on the IMAX brand in some film marketing, and the rather steep licensing fees IMAX charges exhibitors to use their technology and brand at their theatres.
No exhibitors have been willing to make public comments on the talks, which are said to be in their initial stages. According to Bloomberg, the three circuits have discussed either establishing a shared brand for their PLF offerings or maintaining each circuit’s in-house brand but giving each an “industry designation” to denote a minimum standard that the premium screens would meet. An internal PLF option would help exhibitors cut costs and increase availability of these premium auditoriums, as national ticket sales remain below pre-pandemic levels.
However, developing a brand to compete with IMAX will not be straightforward. Despite there being only 372 IMAX screens across the U.S., these screens contribute as much as 10% of the total box office for major Hollywood action and adventure movies. The disproportionate draw of moviegoers to IMAX screens has given the Toronto-based company significant leverage in its negotiations with exhibitors, including a say in what films will play on their screens.
This came to a head in late 2024, when IMAX reached a deal with Netflix to screen Greta Gerwig’s CHRONICLES OF NARNIA exclusively on IMAX screens for two weeks. Circuits such as Regal were outraged over being absent from talks with Netflix, whose CEO, Ted Sarandos, has been openly hostile to the movie theatre industry.
