Imax and Cinemark have expanded their partnership with a new 17-theater deal unveiled on Monday.
The latest agreement will see Cinemark add four new Imax screens with laser projection in the U.S. and look to another potential location with laser for South America. In addition, Cinemark will upgrade another 12 Imax locations with laser projection, and bring on three additional Imax 70mm film projection systems.
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The move is part of an industry-wide trend where exhibitors respond to the rise of event cinema — with upcoming Hollywood titles this year and next like Avatar: Fire and Ash, Wicked: For Good, Zootopia 2, The Running Man and Predator: Badlands — by bolstering their Premium Large Format (PLF) strategy.
For example, Cinemark’s planned three new Imax 70mm film projection systems are set to be operating before Christopher Nolan’s The Odyssey shot entirely with proprietary Imax cameras arrives in theaters July 17, 2026. If film viewers coming out of the pandemic keep leaving home for the local multiplex to see Hollywood tentpole releases, that could be a safe bet for Cinemark.
“Upgrading our Imax locations to Imax with laser and activating additional 70mm film systems further expands and enhances the immersive options we off our guests. These upgrades reflect our commitment to delivering high-quality, differentiated experiences that drive greater value perception, loyalty, and frequency across all types of films,” Sean Gamble, Cinemark president and CEO, said in his own statement.
For Imax, major exhibitors expanding their PLF footprints for more assured and increased box office revenue has apparently spurred increased theater sales and installations.
“This represents an attractive return on investment opportunity as numerous large partners, including AMC, Wanda and Regal, are ramping up investment in Imax as they upgrade their complexes, including bringing Imax in to replace other premium formats as they look to capture more of the market share gains Imax is delivering through our film for Imax program and the exceptional slate ahead of us in 2026, 2027 and beyond,” Imax CEO Rich Gelfond told Wall Street analysts on an Oct. 23 call after unveiling his third quarter financial results.
The film technologies company is also touting its “Filmed for Imax” program where it works with Hollywood filmmakers throughout their film’s journey, from providing special cameras and other digital equipment to assisting with marketing. The goal is delivering a movie that consumers feel compelled to see only on Imax screens.
The Filmed For Imax program comes as major exhibitors look to maximize digital and premium large formats as the reach of emerging formats like 4DX and Screen X expands. And mega circuits including AMC Theatres, Cinemark and Regal Cinemas all have their own individually branded PLFs, in addition to operating Imax screens.
Cinemark for its part is adding to its portfolio of PLF locations, which includes its own proprietary XD screens, and not replacing any with Imax screens. Wanda has been the biggest player to replace its own PLF locations with Imax systems.
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