IMAX CEO Richard Gelfond and new EMEA president Andrew Cripps talk to Wendy Mitchell about their blockbuster summer ahead and the international territories that could see the most growth.
It is good to have fans in high places. IMAX heads into its biggest summer in history helped in part by Christopher Nolan shooting more than an hour of The Dark Knight Rises in the IMAX format. “Chris is unto himself the lead fanboy for the IMAX network,” IMAX CEO Richard Gelfond says. “He is so driven by quality and presentation. He’s said it allows the audience to see his vision the way he wants it to be shown.” A newer fan of IMAX is Bond, James Bond. The franchise will move into the format for the first time with Skyfall(out internationally on October 26). “If you look at what happened to Mission: Impossible - Ghost Protocol, putting it in IMAX really helped advance the franchise,” Gelfond says. “It made sense to try to do the same thing with Bond, to try to introduce more fanboys and younger audiences.”
There have already been strong results this year for films such as The Hunger Games, Marvel’s The Avengers, Men In Black 3 and Prometheus, with The Amazing Spider-Man set to launch this summer.
The Imax network continues to grow rapidly. As of March 31, 2011, there were 528 theatres operating in 46 countries. A year later, the tally was 643 screens in 53 countries.