News

FRIDAY FEATURE: IMAX® Kicks Off ‘Big Picture’ Initiative
Mar 18, 2016

Andrew Stewart | Manager, Corporate Communications 

Hello, IMAX fans!

I’d like to introduce you to an exciting new element to IMAX.com — FRIDAY FEATURE.

A weekly post highlighting the latest and most compelling news from the world of IMAX, FRIDAY FEATURE is an insider’s look into IMAX, from relevant and exciting corporate initiatives to the hottest news on our Hollywood IMAX DMR® titles.

Kicking off the series, we want to spotlight an awesome event that happened just this week in Los Angeles, the launch of a brand-new partnership between IMAX and the United Nations Environment Programme called the “Big Picture” initiative.

Don Cheadle, star of Marvel’s upcoming Captain America: Civil War in IMAX® 3D, even tweeted:

 

 

In a nutshell, it’s an ambitious corporate social responsibility program meant to educate, entertain and inspire global movie audiences on a host of environmental, societal and economic issues facing our society today.

But, really, it’s so much more.

Speaking to the new initiative on Wednesday at USC’s Michelle and Kevin Douglas IMAX Theatre and Immersive Media Lab was an impressive panel of movers and shakers, including IMAX CEO Rich Gelfond, who told the audience of students and professionals that “we hope this is the beginning of something that can really make a difference.”

Gelfond described the initiative as a natural fit for IMAX, saying, “Over the last 45 years, our roots have been founded in science and teaching audiences.”

Audience members were treated with an extended clip of IMAX’s new space documentary, A Beautiful Planet, from director Toni Myers and narrated by Jennifer Lawrence.

Other panelists included Naysan Sahba, Director of Communications at UNEP; Lucia Grenna, World Bank’s Action4Climte program director; and film producer Lawrence Bender (An Inconvenient Truth).

It really was an inspiring event, one that hopefully will resonate with those who saw it and encourage change.

So, please stay tuned for next week’s FRIDAY FEATURE from IMAX.com, and thanks for reading!

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