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Sid Grauman Honoree Imax Has Set Large Ambitions – Variety

Sid Grauman Honoree Imax Has Set Large Ambitions  #VR

  • In an era of fast-multiplying home-entertainment options such as streaming video and video games, Imax continually strives to provide unique experiences that will draw people out of their dwellings, from giant screens to location-based virtual reality.
  • “It wasn’t just a place to see a movie, it was a destination, an event,” says Greg Foster, CEO of Imax Entertainment and senior exec VP of Imax Corp., of the Chinese Theatre.
  • But after Foster left his post as exec VP of production at MGM/UA to join the company in 2001, Imax shifted its focus to partnering with filmmakers and studios on giant screen presentations of tentpole films at multiplexes, including the “Matrix” sequels and the “Harry Potter” franchise.
  • But perhaps the most significant Imax presentation has been its giant screen 3D showings of James Cameron’s 2009 blockbuster “Avatar,” which grossed $243 million worldwide.
  • According to Foster, Imax could branch out further, producing branded sound systems or otherwise applying its giant screen expertise to the home entertainment experience, but its focus will remain on theatrical exhibition.

In an era of fast-multiplying home-entertainment options such as streaming video and video games, Imax continually strives to provide unique experiences that will draw people out of their dwellings, from giant screens to location-based virtual reality.

In an era of fast-multiplying home-entertainment options such as streaming video and video games, Imax continually strives to provide unique experiences that will draw people out of their dwellings, from giant screens to location-based virtual reality. So it’s apropos that the American Cinematheque is honoring the company with its Sid Grauman Award, named after the showman, who in 1927 came up with the idea of having celebrities put their hand and footprints in cement in the forecourt of his newly opened Chinese Theatre in Hollywood. It’s an attraction that lures tourists from around the world to this day.

“It wasn’t just a place to see a movie, it was a destination, an event,” says Greg Foster, CEO of Imax Entertainment and senior exec VP of Imax Corp., of the Chinese Theatre. “And not only for people who were seeing a movie, but often for people who just wanted to feel and touch the magic of the movie industry. That’s why Imax getting this award is such an honor, because what Sid Grauman represents is everything we strive to be.”

For most of Imax’s 50-year existence, its large-format movies, shot with 15-perforation 65mm stock on its Academy Award-winning camera system, primarily explored the wonders of nature and were shown at science centers and aquariums. But after Foster left his post as exec VP of production at MGM/UA to join the company in 2001, Imax shifted its focus to partnering with filmmakers…

Sid Grauman Honoree Imax Has Set Large Ambitions – Variety

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