UK exhibitor Odeon Cinemas will acquire two digital projection systems from IMAX Corp. The systems will be installed at multiplexes at Greenwich and Wimbledon and are expected to be operational by December.
The deal is the second European cinema announcement in two weeks for the giant-screen company; the other being a three-screen joint venture with Austrian exhibitor Cineplexx Kinobetriebe.
Odeon already operates an IMAX digital system at its facility in Manchester; it is among the top performing locations in the region. Thus far, IMAX has signed contracts for 180 digital systems worldwide, 18 of which are currently operational; a further 45-50 are expected to be operating by year's end.
'The economical advantages of IMAX's new digital projection system combined with the ongoing success of our existing IMAX theatre in Manchester has made the decision to expand our IMAX footprint very easy,' said Odeon Cinemas CEO Rupert Gavin in a statement. 'The IMAX theatre business has proven to be a very reliable source of incremental attendance and revenue, and the earning potential increases with IMAX digital.'
The UK's largest circuit, Odeon operates 857 screens at 110 sites across the country and accounts for nearly one in three of all cinema tickets sold.
The deal is the second European cinema announcement in two weeks for the giant-screen company; the other being a three-screen joint venture with Austrian exhibitor Cineplexx Kinobetriebe.
Odeon already operates an IMAX digital system at its facility in Manchester; it is among the top performing locations in the region. Thus far, IMAX has signed contracts for 180 digital systems worldwide, 18 of which are currently operational; a further 45-50 are expected to be operating by year's end.
'The economical advantages of IMAX's new digital projection system combined with the ongoing success of our existing IMAX theatre in Manchester has made the decision to expand our IMAX footprint very easy,' said Odeon Cinemas CEO Rupert Gavin in a statement. 'The IMAX theatre business has proven to be a very reliable source of incremental attendance and revenue, and the earning potential increases with IMAX digital.'
The UK's largest circuit, Odeon operates 857 screens at 110 sites across the country and accounts for nearly one in three of all cinema tickets sold.
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