Three IMAX theatres will be installed into existing Cineworld multiplexes with an option to increase that number to five.
IMAX and Cineworld are to expand their revenue sharing agreement in the UK with the addition of up to five new IMAX screens.
Under the terms of the new agreement, three IMAX theatres will be installed into existing Cineworld multiplexes with an option to increase that number to five.
The first two theatres systems are scheduled to open in Enfield and Birmingham in October 2012, with the remaining system expected to open in Nottingham in the beginning of 2013.
Cineworld has opened IMAX screens in Edinburgh, Crawley and Sheffieldsince December 2011.
The deal brings the total number of IMAX venues open or contracted to open in the UK to 22 (24 including the option), 19 of which are currently open.
“The response from our customers to our recently opened IMAX theatres has been overwhelmingly positive, and today’s agreement is a direct result of our success to date,” said Crispin Lilly, vice president of business affairs, Cineworld Group PLC. “IMAX is a key differentiator for our multiplexes and we’re delighted to bring the unique, premium, immersive cinematic experience that only IMAX delivers to a wider audience across the UK.”
“It’s great to see that in such a short time Cineworld is already seeing results with IMAX and adding more theatres to its circuit, which points to a growing momentum for IMAX in EMEA,” said IMAX CEO, Richard L. Gelfond.