Imax, along with subsidiary Imax China, has signed an agreement with Hong Kong-based chain Broadway Theatre Company Limited for four new Imax with Laser theaters in Shanghai.
Broadway Theatre Company Limited currently operates 52 cinemas and 436 screens across five brands in China, as well as 13 cinemas and over 70 screens in Hong Kong. Eight of Broadway’s top-performing theaters in China currently boast Imax screens. One of the new Broadway Imax theaters will be located in One East, a flagship mixed use property located in downtown Shanghai. All four locations will utilize Imax’s 4k laser projection technology.
WIth 724 Imax screens in Greater China as of February 2021 and an additional 248 in backlog, the deal with Broadway brings the PLF giant closer to the 1,000-screen mark in that country. China has proven an increasingly important market for Imax as other key theatrical markets remain either constrained or entirely shuttered due to the Covid-19 pandemic. Over the last year, Imax has had record-breaking success in China with a handful of local titles, including The Eight Hundred (the highest global grosser of 2020), Jiang Ziya: Legend of Deification, and, more recently, Detective Chinatown 3, which in February garnered Imax its highest-grossing Chinese New Year weekend.
“Moviegoing has come roaring back post-pandemic in China, offering the world a glimpse of the pent-up consumer demand that awaits multiplexes worldwide,” said Rich Gelfond, CEO of Imax……