In the week after reports emerged that three of the four largest U.S. exhibitors had begun discussions to create an alternative Premium Large Format brand as an alternative to IMAX, many in the industry have reacted with skepticism.
In a follow-up article to the original story published by Bloomberg, The Hollywood Reporter cited reasons why it would be difficult for Regal, Cinemark, and Marcus to create a new, common PLF brand after each had spent years developing their own, in-house branded premium offering.
Within these circuits, Cinemark has its XD (Xtreme Digital), Regal markets RDX (Regal Premium Experience), and Marcus promotes the UltraScreen DLX and SuperScreen DLX experience, combining giant screens, recliner seating, and Dolby Atmos sound. These and other exhibitors are also in the market with ScreenX 270-degree panoramic projection and motion seating from vendors such as 4Dx or D-BOX.
The technology provider Dolby released a statement saying that its Dolby Cinema technology would not be part of any shared PLF brand across the exhibitors. Also, it is unclear which of the existing PLF auditoriums at the major circuits could be included in any new shared PLF brand, since they all use different technologies and have varying standards.
IMAX CEO Rich Gelfond dismissed the threat to his company’s well-established brand, telling the Hollywood Reporter that “a lot of people have tried to create competitors to IMAX over the years, but the fact is, our brand and relationships with filmmakers are unmatched, and our technology is superior, and audiences know it.”
