IMAX Expands Second-Screen Concept in Quebec With Three-Theater Deal
By Etan Vlessing on September 19, 2012
Canada's Cinemas Guzzo is to install two giant screens in one of its new multiplexes after a successful summer trial in Montreal.
TORONTO – IMAX is moving ahead with plans to install two of its giant screens in a single multiplex in Canada.
The large format exhibitor expanded its joint venture agreement with Canadian partner Cinemas Guzzo for another three theaters to bring its cross-chain presence to eight screens.
And one of the new venues will have a second IMAX screen installed in the same multiplex.
IMAX and Cinemas Guzzo tested the second-screen concept in Montreal’s Mega-Plex Marche Central 18 complex, which opened in July.
The second-screen strategy allows IMAX greater flexibility to meet consumer demand for its films, especially on opening weekends for Hollywood blockbusters when theater sell-outs are common.
Vincenzo Guzzo, executive vp of Cinemas Guzzo, said the experiment paid off, paving the way for a second IMAX screen to be installed in the Mega-Plex Taschereau 18 in Brossard in November. Read the entire article on The Hollywood Reporter's website.