AMC Theatres-owned Odeon Cinemas Group and Imax Corporation June 20 announced an expansion of their longstanding partnership spanning key European cinema markets. Under the agreement, Odeon will upgrade six Imax screens across the U.K. with “Imax with Laser” systems.
Additionally, the two exhibitors have set locations for nine previously contracted new theaters across Europe, including four new locations in Spain, two in Italy, and one in each of Germany, Sweden and the U.K. All new locations will be installed by 2025.
The announcement was made today at the annual CineEurope convention in Barcelona, Spain.
“We have been encouraged by the [number] of guests returning, seeking the most immersive experience possible, and we look forward to the rest of the year with confidence, buoyed by a range of great films to show them,” Mark Way, president of AMC Europe and managing director Odeon Cinemas Group, said in a statement.
“As we grow market share around the world, Imax continues to grow, diversify, and enhance its global network, and this new agreement with our longstanding partners at Odeon further accelerates our momentum,”Rich Gelfond, CEO of Imax, said in a statement.
Odeon and Imax have a longstanding partnership spanning nearly 15 years. Odeon opened its first Imax screen in 2008, and the two companies signed an agreement for 25 Imax screens in 2017 — which still stands as Imax’s largest European theater agreement. Odeon is currently Imax’s largest partner in Europe, with 34 theaters currently in operation, and an additional 11 new locations will be installed by 2025. Four of Imax’s top five highest grossing locations in Europe are in Odeon cinemas.
Imax with Laser is the exhibitor’s most advanced 4K laser projection system, featuring a new optical engine, custom designed lenses, and a suite of proprietary technology that delivers brighter images with increased resolution, deeper contrast and the widest range of colors.