“Oh my God – I forgot how awesome it was in a movie”, CEO Riley – Deadline

Due to the strong relationship between Imax Corp and filmmaker Christopher Nolan, many employees have a look at his long-delayed film, theory, As it gets ready to make its commercial bow on August 26.

“Imax included many people theory In the post-production phase, “CEO Rich Gelfond said Tuesday during a conference call with Wall Street analysts. “His response was, ‘Oh my God – I forgot how great it was to be in a movie.” theory Just a beautifully filmed, beautifully made, amazing film. … It was not just one person in one age. It was several employees of Imax who spontaneously told me. “

Imax expects 90% of its global network of around 1,400 theaters to reopen by the end of August. theory, Which was pushed several times by Warner Bros., will now open in 70 countries, including Canada, before it reaches the US and other regions in September. The film was made entirely with Emax equipment and Nolan plugged the viewing experience into the company’s theaters, where the screen and auditorium dimensions are super-sized.

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Gelfond did not offer additional nuances about those sneeze peaks, but in the first call he said that Nolan’s films in the company’s rooms over-index. DunkirkHis most recent outing in 2017 was 22% of domestic gross and 17% of global hail on the Imax screen. “Adverse Dunkirk, Which was a European-centric film, theory Is a more traditional action thriller blockbuster with potential for widespread global appeal, ”said the CEO.

Internal description theory The responses came in response to an analyst question on an earnings call about the company’s employees entering theaters again. This experience has been inaccessible to American film fans for the past four months. CFO Patrick McClintm said in Gelfond’s comments that “many of our colleagues” tried new sophisticated theater setups in China last weekend. Imax said its 409 locations have been reopened, with several new precautions.

“Security protocols have increased. You will definitely notice that, “McClim said the staff reported.” Once you sit down and the film starts, it feels like it always has. It’s a fun, immersive experience. Was. Before going to your seat, there were differences, but once you were there, it seemed quite normal. “

Gelfond said Imax’s environment compares favorably with sports arenas, concert venues or other public venues that are attracting intense scrutiny over COVID-19 transmissions.

“Masks are absolutely important,” he said, noting that Imax will continue to urge its performance partners to require them, as do AMC, Cinemark and Regal in North America. In addition, “Imax compares the large auditoriums with high ceilings in theaters to smaller, indoor spaces like bars and restaurants. In theaters, social distance, capacity constraints and traffic flow can be managed effectively. Inter-personal contact may be limited. Showtimes can surprise, ”he said.

More importantly, he said, “Sitting in the theater is a relatively static, passive breathing experience. You sit quietly, socially distant as per protocol, people facing each other in the back of their head, not like a sporting event where people are screaming and drinking and standing. And it’s not like live theater. “

Separately, Gelfond was asked about Universal’s game-changing deal with AMC, which enables movies to be transferred to premium video on demand after 17 days. He said that this is “not a shocking development” and would not have a material impact on Imax and indicated that he would need to consult with other exhibitors about his idea before determining a stance. “We’ll all have to take a breath,” he said, keeping the theaters open “and see how it all moves.”

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