Odeon & UCI Cinemas Group have struck a deal with IMAX Corp. to bring a new IMAX system to Odeon’s flagship in Liverpool, England.
The deal marks Odeon’s seventh IMAX location; others include Wimbledon, Greenwich, Gateshead, Cardiff and Southampton. Odeon is the largest IMAX operator in the UK.
The new location will be open in time for the July 2 launch of Shrek Forever After in IMAX 3D.
“The incremental boost in performance that we receive by adding an IMAX theatre to our existing complexes helps to drive our bottom line and our overall box office, but most importantly, it gives ODEON customers the premium cinema experience they are looking for,” said Odeon & UCI CEO Rupert Gavin. “We’re very excited to include this performance-boosting IMAX offering at our Liverpool location, which is already very successful. Beyond this new location, we’re currently exploring the possibility of adding more to our growing list of scheduled IMAX installations.”
IMAX CEO Richard L. Gelfond added: “Our expanding partnership with Odeon & UCI Cinemas Group, Europe’s largest exhibitor and one of the world’s most recognized cinema brands, continues to strengthen our own brand presence and visibility worldwide. Odeon led the way in establishing the IMAX network in Western Europe and we’re confident that their increasing interest in the IMAX business will result in more awe-inspiring entertainment experiences for moviegoers in one of our most important markets.”
Odeon also completed the installation of 266 digital 3D systems in the UK, for a total of 414 across Europe, making it the market leader in digital 3D in the UK and Europe.