Cinemas Weigh Launching New Large Screen Brand To Challenge Imax

Major US theater chains including Cinemark, Regal and Marcus have held preliminary talks about jointly marketing their big-screen theaters to compete with Imax, according to Bloomberg. The discussions have focused on setting shared standards for the chains' "premium large-format" theaters, with options including uniting around a new brand name or adding an industrywide designation that would serve as a stamp of approval for their locations. The chains are motivated by Imax's growing influence in the industry, as the company consistently generates more than 10% of the box office for blockbusters despite operating only 372 US locations. AMC Entertainment, the largest chain and biggest operator of Imax screens in the US, is not participating in the deliberations, the report added.

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