The IMAX Corporation has devised a cost-effective way to bring the ‘IMAX experience’ to multiplexes currently equipped only for 35mm exhibition.

The IMAX MPX system can be added on to an existing multiplex or can be used to retrofit two existing standard auditoriums into one IMAX theatre. This method of installation, which combines screen technology, seating design and a projection and speaker system, is less expensive than building a separate IMAX venue and allows the option of exhibiting 35mm or IMAX presentations in one location.

The Toronto-based company has also recently developed IMAX DMR (digital re-mastering), which allows 35mm feature films to be transferred to 70mm for presentation on IMAX screens.

The process involves the scanning of each 35mm frame at the highest-possible resolution into the digital domain and enhancing them with image sharpening, colour correction and the removal of grain and unsteadiness. The digital signal is then recorded onto 15/70mm large format film for projection on IMAX’s ‘rolling loop’ projectors, which can be installed in standard booths for presentation of 2D and 3D films.

It takes an average of $2-4 million to transfer a 35mm film to 15/70mm, but IMAX feels it is worth it. For example, Star Wars: Episode II Attack of the Clones: The IMAX Experience raked in $1,435,259 in its opening weekend alone, with a $24,746 per screen average. The Tom Hanks space flick Apollo 13: The IMAX Experience was also prepped with the DMR process prior to release.

Down the road, IMAX plans to do ‘day and date’ releases of major feature films.

Meanwhile, the company is not walking away from projects originated in the large format, such as the 3D Cyberworld and Santa vs. the Snowman. The next large format IMAX film slated is NASCAR, in the works with Warner Bros. Also in development are Baseball: The Global Game, Race to the Pole and Magnificent Desolation 3D.

Space Station 3D, released last year, has become the fastest-growing IMAX 3D film to date, grossing more than $40 million so far. 3D cameras were specially designed for the project to document the entire construction of a space station.

China, with two IMAX cinemas in place and three more to come this year, represents the company’s fastest-growing market. It plans to have eight Chinese IMAX theatres in place by 2005.

-www.imax.com