Russian exhibitor Formula Kino today announced an agreement to install two digital IMAX theatre systems in Russia before the end of 2010.
The first system is scheduled to be installed in time for the IMAX release of Harry Potter and the Deathly Hallows in November, with the second system to follow shortly after. Formula Kino will install the two theatres at the new Galleria Mall, St. Petersburg and in the Mall of Russia, Moscow.
The deal follows a consistent run of strong IMAX box office performances in Russia and brings the total number of IMAX theatres scheduled to be operating in Russia by 2012 to twelve.
Andrei Tereshok, General Director, Formula Kino, says “The box office results that Russian IMAX theatres are posting clearly demonstrate the growing popularity of the IMAX brand in the region. IMAX technology delivers a differentiated first-class movie experience that resonates well with Russian consumers and we are thrilled to be adding IMAX theatres to our flagship complexes in Russia’s premier retail destinations.”
IMAX CEO Richard L. Gelfond added: “By forging new partnerships with large, high-profile exhibitors like Formula Kino, we can continue to expand our audience base, grow our brand, and increase the visibility of our business for exhibitors in surrounding markets in Russia and the CIS.”
IMAX has now signed deals for 84 IMAX systems this year, compared to 35 in 2009.