Imax is changing the world of cinema — and what movies make it to the big screen in the first place

As the COVID-19 pandemic wreaked havoc on the movie industry, causing tanking box-office numbers and shuttered theatres, one unexpected bright spot emerged: Imax. The Canadian-created and owned technology has been experiencing a surge in popularity, offering audiences a unique and immersive cinematic experience that has helped to draw moviegoers back to theatres.

Imax has come a long way since its founding in Mississauga in 1967. Initially known for its educational documentaries and nature films, the company has evolved into a symbol of quality and blockbuster entertainment. With its massive film stock and giant curved screens, Imax has become synonymous with big-budget films and high-quality productions.

The shift towards mainstream Hollywood films began in the late 1990s and early 2000s, thanks to CEO Richard Gelfond’s efforts and the transition to digital formats. This move paved the way for Imax to become a major player in the industry, with the success of films like James Cameron’s Avatar in 2009 solidifying its reputation as a powerhouse in the world of cinema.

Today, there are 1,800 Imax theatres in 90 countries, and studios are clamoring to secure a spot in the coveted Imax schedule. The company’s global revenue has been steadily increasing, with projections for 2025 reaching $1.2 billion. The success of films like Oppenheimer, which won seven Oscars including Best Picture, has only further cemented Imax’s status as a must-have for filmmakers and studios.

Director Zach Lipovsky, who is working on the upcoming digital Imax film Final Destination: Bloodlines, notes that the appetite for Imax films is at an all-time high. Filmmakers are now considering the technology for a wider range of projects, inspired by the success of films like Oppenheimer.

However, as studios increasingly prioritize big-budget blockbusters for their Imax releases, there is concern that smaller, character-driven films may be left behind. With a limited number of Imax cameras and a focus on box-office returns, studios are leaning towards projects that guarantee a high return on investment.

Despite these challenges, Imax remains a beacon of hope for the cinema industry, offering audiences a unique and immersive movie-watching experience that cannot be replicated at home. As the industry continues to evolve and adapt to changing trends, Imax is poised to play a crucial role in shaping the future of cinema and ensuring that audiences continue to flock to theatres for years to come.