IMAX: Bigger, Better and Louder!


The entry of IMAX technology made a huge difference in the film industry. This section will include the history, specifications, facts and how it defines the new age of film making.

In 1976, IMAX Systems started in Montreal, Canada where it was primarily used to film documentaries in sea and in space. Since it’s inception, IMAX has so much marketing and income potential with perceptive clients and innovative breakthroughs.

IMAX’s capacity for the projection technology is outstanding combining with a 15/70 film frame (it is 10 times larger than a 35 mm conventional frame and 3 times larger than a  standard 7mm frame) and with IMAX projectors, it gives the sharpest and crisp clear audio and visual experience for the viewers.

Here is how it works, using a standard film, it is only limited to a certain space and coverage of projected and captured scenario and it corresponds also to available sound that can be synchronized with the format. Wherein, using IMAX film formats, the amount of light captured in its given space combined with the sound gives it a more profound quality.

To explain further the technology of the sound system used in IMAX theaters, it is amplified by a multi-channel surround system composed of 44 designed speakers that enable up to 44000 watts of pure digital surround sound. To add, IMAX also made a Proportional Point Source loudspeaker that delivers the best sound quality to the audience wherever they may be seated.

IMAX Film Comparison 2

IMAX Film Comparison

BvS IMAX Screen

Lastly, with the use of IMAX projectors and one of the company’s proprietary “Rolling Loop” technology, it gives the film a smooth flowing motion where each frame is properly positioned on a well stationed pins held against a rear element of the lens by a vacuum and that is why it has an outstanding picture clarity.

To discuss about their competitors, it shows that the technical standard is being compromised and tested in the market for moviegoers and IMAX needs to step up on the different marketing aspects of the industry to cope up with competition.

The companies are:

  1. Regal Entertainment Group – one of the dominant theater owners within the US with a total of 7,334 screens in 588 theaters in 44 states. Their operations encompasses middle market, sub-urban and large metropolitan markets, focusing on developing and acquiring multi-screen theaters throughout the US.
  2. SimEx-Iwerks – this company focuses on motion-simulation machines that cater on open and closed cabin designs perfect for museums, zoos, theme parks and the like. Main clients are Universal Studios Parks & Resorts and San Diego Wild Animal Park etc.
  3. Dolby Laboratories – as they develop the High Dynamic Range precision capturing for their Dolby Cinemas, they plan to use this technology with AMC Theaters by 2024.

As of March 2007, there are a total of 280 IMAX theaters worldwide where 60% are located in the US and Canada. Also, to credit their unprecedented sales for the fiscal year of 2008 here are the estimated figures up to 2010.

Estimate Year High Estimate Low Estimate Mean Estimate Standard Deviation Latest Estimate


158 110.3 127.433 0 11/15/2006
2007 117.3 116.342 116.821 0.677 1/16/2008
2011 215.4 215.4 215.4 0 4/11/2008
2008 111.37 108.8 110.085 1.817 11/6/2008
2009 156.16 154 155.08 1.527 2/18/2009
2010 178.34 178.34 178.34 0 11/6/2008

The figures above shows how much confidence the market can depend on IMAX entertainment can achieve, also with a strong back-up from Hollywood and Directors the projects that will come with this technology will have great potential, furthermore with comic based films lining up for the big picture high income generation and profit is considered in the bag.


 IMAX Cameras Specifications

  •    Spherical lenses
  •    70 mm film, 15 perforations per frame
  •    Horizontal pull down, from right to left (viewed from base side) 24 frames per sec.
  •    Camera aperture: 70.41mm (2.772″) by 52.63mm (2.072″)
  •    Projection aperture: at least 20.3mm (0.80″) less than camera aperture on the             vertical axis and at least 0.016″ less on the horizontal axis
  •    Aspect ratio: 1.44:1

IMAX Screens and Formats

  • 8 stories tall by 120 feet wide
  • installed in museums, commercial operators and science centers around the world.
  • IMAX 3-D, these are screens specifically made for the type of film or format being shown. Under IMAX 3-D came the MPX and Solido where it was easier to put up, cost cheaper and rather building another theater from the ground up.


  • special fisheye lenses
  • lens optically centered 9.4 mm (0.37″) above film horizontal center line
  • projected elliptically on a dome screen, 20 degrees below and 110 degrees above perfectly centered viewers.


  • allows standard film formats to be digitally re-mastered to fit in IMAX screens.

Through IMAX, the movies we watch are more interesting, exciting and heart pounding, truly an unforgettable experience!


Since the fledgling days of comics being shown in the big screen, we can definitely see how its progress have been since the Superman made its debut in 1978.

Superman 1978

When DC Comics started Superman, no one believed that a man could fly and through the “magic of the camera” (with the help of a few strings attached) a man can reach his full potential and be part of a new chapter in making movies based on beings no mere mortal man can accomplish alone.

Everything started to fall into place when Warner Bros. Entertainment made initiative with how films for comics should be made. Investing on the studios capacity and capability to enhance film making, WB Executives worked first with how to make this films get into the market thus forming good relationship with scriptwriters and directors that could take the bar higher than what competition is being given.

In 2005 WB also released Batman Begins in IMAX, which supported the film’s strong legs helping it reach $371.8M at the worldwide box office. Another decent film WB released was Superman Returns in 2006. The highly re-mastered film for IMAX and partially digitally film was transformed into 3D that made a fair amount of $391M.

Also, last 2008’s summer block buster The Dark Knight broke box office records in just a few weeks with a total of $998.4M helped the film industry reach its summit with IMAX as its forefront.

“The IMAX format provides audiences with an opportunity to further immerse themselves in the world of Batman and amplify their experience of his extraordinary story.” (Nolan, C 2005)

These films are examples on the evolution and the continuous development. The film industry is focusing on this medium on fictional characters in which imagination, innovation and technology when blended together can make a huge difference in the industry’s income potential.


RISE - The Dark Knight Rises

WB Film Sales with IMAX

Source: Box Office Mojo

Note that films that were included contributed greatly to the revenue of DC Comics and Warner Bros. Entertainment. Also, indicated are films that were made through IMAX propriety.

But not all films have the same success, it bombed in the box office sales and was criticized harshly by both fans and viewers, the DC Comic based “The Watchmen” another film that is considered the “best graphic novel of all time” and boasts a stellar cast, a visionary director and of course with the use of IMAX.

With the provided stats and facts from DC Comics, they have the need to improve their marketability and sales through another source of distribution, there is indeed a need for improvement. Warner Bros. Entertainment and IMAX’s technology capabilities and capacity, they were able to recognize and rectify loopholes in the characters that DC Comics represent. Furthermore, this strategy has given more income potential to not just satisfy continuous production of comic based films but more importantly give the market a variety of products that will be patronized and remembered in the coming years. It clearly shows that there is an opportunity being recognized in the marketing strategy initiated by DC Comics.

The research process has given facts and considerations on how the alternative conditions should be made by DC Comics to capitulate to necessary changes and improvement in order for it to survive the industry. Though not final, but it has given emphasis on how they stayed in the game and helped the company get back to its feet once again. Hopefully, even with the negatively criticized Batman v Superman: Dawn of Justice, upcoming films such as Suicide Squad showing this August and next year’s Wonder Woman would be a completely different story.

Suicide Squad

As stated in the objectives, DC Comics was able to quantify the need for comic book sales projection because of strong marketing strategies in congruence with partnerships with the industry’s best talent has to offer. Second, it has also been laid down and implemented  the technology that is being used and in demand today, its well accepted and revered by the market! Third, varieties and quality of the products rendered are tested and well known thus giving a stronger implication on what it can provide for present and future consumers and lastly, the need to make proper decision making has given the power of merchandising and market recall the control over price and production thus meeting and exceeding the market standard.


3 thoughts on “IMAX: Bigger, Better and Louder!

    • A little over the usual budget but its worth it.

      Thank you for dropping by, sharing your thoughts and for the follow! Reciprocated your kind gesture 😀 All the best!


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