Shares in both companies are up slightly in early trading after they announced the expansion of their revenue sharing agreement. It will raise the number Regal’s IMAX venues to 87. The change is a key part of Regal’s “strategy to offer premium moviegoing experiences to our customers,” CEO Amy Miles says. Regal is taking a two-pronged approach to large-screen theaters, where the company hopes to benefit from premium ticket prices: In addition to its arrangement with IMAX, it’s building its own RPX: Regal Premium Experience sites. That’s led some analysts to wonder whether IMAX is running out of domestic growth opportunities. IMAX chief Rich Gelfond says that the new agreement shows that the company has “continued growth opportunities in the North American market, including strong demand in areas within and outside of large cities.”


Is it real? Or is it LieMAX?
Oh great. More Twilight.
IMAX or LIEMAX?
Hate seeing IMAX undermine and erode their brand equity with these crappy faux mini-”IMAX” screens squeezed into regular multiplex spaces. It’s arguably fraud to call these “IMAX” and charge extra for them. If it’s not full-scale giant screen, it’s not IMAX.
Are these going to be proper IMAX theatres or rip-off Lie-MAX screens?
I know that my city is getting an entire iMax theater finally. It was to be built last year, but it will start getting built in November 2012.