Jason Swanson, Vice President IMAX For the United States, he appeared on our small screen with a big smile to explain to us the new technology that can already be enjoyed in some cinemas in Mexico, and together with Javier Reyes Moctezuma, director of programming of Cinemex, they told us what events (such as Taylor's concert Swift) and the premieres are stunning “Oppenheimer“They can only grow with these new screens.
“We are excited to begin this partnership with Cinemax and expand our coverage throughout Mexico.”Jason explained. They are a very important area for us and Mexico in particular has shown enormous potential for IMAX growth. We know there are many fantastic movie fans here, and we know this will be a great addition to the growth of this audience in Mexico.
In the era of streaming, developers of projection technology in theaters and advertisers know the challenge is to capture audiences who are looking for an experience that goes beyond the story to be told.
“What we are installing at these six locations is our most advanced technology, which is IMAX with laser and surround sound. “Physical changes are actually being made in these theaters to create the most immersive experience possible for our visitors.”An IMAX executive clarified. “By connecting with filmmakers who take advantage of our technology, the overall experience will be even better for everyone.”
Speaking specifically about the release in Mexico, the theater executive told us what's already here and what's coming.” “We have six IMAX screens in the pipeline. Two of them are already running and the first one has opened at Cinemax. Santa Fe. It has a screen that is a tailor suite, everything is made to measure, 350 refurbished seats,” he assured.
“A floor-to-ceiling, wall-to-wall screen impressive sound installation. The second of them is Cinemax Andara, in Andara Market. It's a complex that we completely renovated and has this IMAX platinum seat. Recliner, room service, 150 seats. Another is in Park Delta, and the next is in Park Desonde. None of these screens are the same.
Jason gave us some really relevant examples this time about the potential use of this technology on the part of creators.
“As a filmmaker or content creator you have two options. When used with certain parameters, you can choose to use our IMAX certified cameras. Other digital cameras can also be used. You specifically mentioned Christopher Nolan, who was a big fan of shooting with IMAX, which is what Oppenheimer did, obviously. What we want is to give filmmakers a variety of options.
“A camera is to a photographer what a brush is to a painter. It's very personal. That's why they have different options. Beyond shooting with our cameras, we also have the option of capturing images with another type of non-certified camera, and we can develop it after shooting by putting the tape through a remastering process ourselves, which we can program. As shown. Must have an IMAX screen. A special format is given to get the best visual and audio experience.
With events planned for 2023, it's clear that people want to interact with even bigger products on a larger scale than any screen. “I think the public has already realized the enormous benefit of having a collective experience post-pandemic. For over a hundred years people have been going to the movies for the same reason, they want that sense of escapism and realism at the same time.. There is no better way than at the cinema. And for people to feel like they're part of the action, you need to have a great immersive experience. So why limit it to just one form of entertainment. “We show the biggest blockbuster movies and people enjoy them in IMAX in a very special way, but we will continue to produce documentaries, nature and space films and more,” Swanson clarified.
Regarding specific projects with Cinemex, “The idea is to continue joint concert experiencess, make these predictions great events so that the collective experience continues,” Reis Moctezuma enthused. “Later in the year we will definitely see “Oppenheimer”-like revivals. We're gearing up for Tuna, the re-release of Part II and then Dennis Villanueva's Part II shot for IMAX. Then Godzilla vs. Kong: The New Empire is coming. “We've already remastered concerts like Queen in Montreal and improved the picture and sound,” he concluded.
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