More than just a big screen. What Canberra cinema goers will soon be able to experience. Photo: IMAX.
The big picture is coming to Canberra with independent cinema chain Dendy announcing plans to open a start-of-the-art IMAX with Laser venue at its Canberra Centre multiplex in November.
Timed to be ready for the holiday blockbuster season, the new venue will seat more than 300 and be equipped with the latest technology, including laser projection for sharper images and deeper colour, 12-channel digital audio and a wall-to-wall and floor-to-ceiling screen.
Dendy Icon Group CEO Sharon Strickland told Region Canberra was the right fit for an IMAX, with loyal audiences, a big enough multiplex and the Canberra Centre location.
Ms Strickland said Dendy would be the first independent group to have an IMAX and the Canberra venue would be only the third in Australia after Sydney and Melbourne.
She said premium large formats were really taking off across the world and IMAX was the market leader.
“The results have been phenomenal,” she said. “It’s a great way to get people back to the cinema.
“It’s not just the size of the screen, it’s the technology that comes with it, the sound – the speakers are hung in clusters, perfectly positioned for the right sound – and the right projector.
“It’s the best experience you can possibly get at the cinema.”
Ms Strickland predicted once visitors had experienced such immersive cinema it would be hard for them to go back to normal viewing.
IMAX with Laser promises crystal clear, lifelike images with increased resolution, deeper contrast, and the widest range of colours, as well as precision audio.
Ms Strickland said Cinema 1 in the original Dendy footprint would soon be undergoing renovation and fit-out to house the new system.
“We’ll be completely making over the cinema with different-style seating – much plusher and more comfortable,” she said.
Dendy IMAX will offer a range of different seating and prices to suit all budgets.
Ms Strickland said tickets would be more expensive than those for usual viewing but the success of IMAX around the world had shown consumers were willing to pay a premium price for a premium experience.
Prices were still to be finalised.
While blockbusters will be the focus leading up to Christmas and over summer, IMAX is now bringing a diverse range of content to the screen.
Ms Strickland said that was one of the attractions of the format.
“Yes, there will be big blockbusters but they have wonderful documentaries which will be great for school bookings, a lot of Indian and Asian content, and concerts such as Taylor Swift’s,” she said.
“There will be a lot of content for a wide audience.”
Ms Strickland said IMAX announced at Cannes there were 14 films slated to be shot on IMAX cameras.
“The quality will be even better again with those films,” she said.
Dendy will be throwing a party for the November launch and has a film in mind. But nothing is confirmed yet.
“We will celebrate such a milestone for sure,” Ms Strickland said.
IMAX has identified Australia as a top priority growth market, ranking 11th in terms of highest grossing markets worldwide despite currently having only two locations.
Chief sales officer Giovanni Dolci said Australia had an incredibly passionate moviegoing audience.
“We see an opportunity to significantly expand our footprint nationwide in the years ahead,” he said.
“With consumer demand in the country at an all-time high, this new partnership with Dendy Cinemas is a win for fans as we collaborate with new exhibition partners to bolster our momentum in Australia and worldwide.”
Original Article published by Ian Bushnell on Riotact.
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