Although the idea of “IMAX at home” seems like an oxymoron, the Canadian-born company is betting there’s room in the global home entertainment market for just such a thing – and has taken a shrink ray to its patented technology to prove it.

On Oct. 29, the company announced a new partnership with Chinese tech company TCL to design, develop and manufacture a new premium home entertainment system carrying the IMAX name. The system is the second such product in IMAX’s home entertainment line; the first, IMAX Private Theatre, is a custom-built home entertainment system designed for the ultra-wealthy and carrying a price tag of $2 to $2.5 million.

The new joint venture with TCL will produce a “downstream” version of the system that will retail for about 10% of the IMAX Private Cinema price, says Rob Lister, chief business development officer, IMAX Corporation. The system will retain IMAX audio-visual tech, but, unlike Private Cinema, won’t require a renovation to install.

“It’s more commoditized, and definitely much more flexible for a media room or a living room or a basement – it doesn’t have to be a purpose-built cinema-like experience,” he explains. “Therefore, we think it’s going to be available to a lot more people.”

The TCL system will be initially released in China, the Middle East and Russia. The company is eventually targeting a North American release, but that’s “quite a few years away,” says Lister.

“We want to try and build up the international market. I think, quite frankly, we have such close exhibitor relationships, particularly in North America, that it’s helpful for us to start this project internationally. Not that we don’t have great international partners, but we’re much more penetrated in North America on the cinema side,” he says.

The main hurdle IMAX will likely face in bringing its systems back to home turf is Prima, a $35K piece of hardware that allows the encrypted, geo-specific transmission of Hollywood films to the IMAX system for secure home viewing. Last week, IMAX announced its acquisition of a stake in Prima Cinema, giving it the right to integrate Prima into its system and offer customers day-and-date access to theatrical films. With existing distribution agreements with Universal, Lionsgate and Paramount, Prima can offer a long list of titles, but rentals aren’t cheap: $500 per film, per view.

IMAX’s core business is in its patented large-format theatrical technology, which offers a premium theatrical experience for movie-goers and premium ticket prices for exhibitors. As such, Prima’s day-and-date technology is likely to set off alarm bells with its North American partners.

The company’s entry into the home entertainment space is not meant to disrupt the status quo, Lister insists.

“We still are dedicated to the core business: the cinema business. That’s where the majority of our resources lie and we’re very loyal to our cinema partners. [Our] home theatre is more about a niche market, very high end and generally focused on individuals that don’t go to the multi-plex.”

3D audience photo via Shutterstock