IMAX is continuing its expansion drive, this time in Australia and Germany via an agreement with Oz-based exhibitor EVT for five new state-of-the-art IMAX with Laser systems in the two markets. Under the deal, EVT will integrate a new IMAX screen in an Event Cinemas location in Sydney, as well as at four CineStar locations in Germany.
The agreement comes following EVT’s successful launch of IMAX Sydney at Darling Harbour last month. In its first few weeks of operation, this is already the highest grossing IMAX location worldwide outside the U.S. and UK. The pact also marks the single biggest deal for IMAX systems in Germany.
Said Jane Hastings, CEO of EVT, “Expanding our collaboration with IMAX aligns to our strategy of providing customers with choice on how they want to watch a movie. The right combination of our proprietary cinema experiences such as Gold Class, Boutique and V-Max alongside Global Premium Formats like IMAX is proving to be successful. IMAX performs exceptionally well at our current locations in Sydney, New Zealand and Germany and we are thrilled to bring state-of-the-art IMAX with Laser systems to more locations in Australia and Germany in the near future.”
Noted IMAX CEO Rich Gelfond, “On the heels of the wildly successful debut of IMAX Sydney, we are excited to expand our collaboration with EVT, a partner that transcends exhibition in creating premium experiences that span cinema, hospitality, leisure and more.”
He continued, “Australia and Germany are two markets where consumer demand for IMAX vastly outstrips our footprint, and this deal is great for our fans in both countries and our continued network growth worldwide.”
The new agreement spans EVT subsidiaries Event Cinemas, the biggest exhibitor in Australia, and CineStar, the biggest exhibitor in Germany. IMAX and EVT have enjoyed a successful partnership since 2013 and inclusive of this deal, operate nine locations across Australia, Germany and New Zealand.
In October, IMAX expanded its partnership with Golden Screen Cinemas in Malaysia; and also in China with Hengdian Films.