iMAX to finally hit Cebu this summer

CEBU, Philippines - Whether the Cebu market is ready or not, SM City Cebu is bent on bringing in the iMax technology here this summer.

Marissa Fernan SM Prime Holdings vice president for Visayas and Mindanao said that the mall has readied the Cinema 4 facility, to offer the iMax experience for the Cebuano market, accommodating a total seat of 500 people.

IMAX Corporation (IMAX), is one of the world's leading entertainment technology companies, with particular emphasis on film and digital imaging technologies including 3D, post-production and digital projection.

“iMax is the wave of the future. We will build it and they will come. We owe to customers to show them the best,” Fernan said confident that the Cebu market will embrace the iMax technology, although it is more expensive than the traditional movie experience.

According to Fernan, SM Mall’s vision is to establish iMax technology in every mall, following the success of iMax theater located in Mall of Asia in Manila, which was opened some few years ago.

Besides, she said the trend now in movies is going 3D. While a lot of movie productions are available in 3D technology already.

iMAX was founded in 1967 and headquartered jointly in New York City and Toronto, Canada, it is a fully-integrated, out-of-home entertainment enterprise with activities ranging from the design, leasing, marketing, maintenance, and operation of iMAX theatre systems to film development, production, post-production and distribution of large-format films.

Mall of Asia pioneered the introduction of the iMAX technology in the Philippines some few years back.

SM Prime Holdings, Inc. (SMPH) the company that operates SM malls across the country, has built an iMAX theater facility inside the 4,000 square-meter Mall of Asia, in Metro Manila, providing a new movie entertainment experience for Filipinos.

Although the investment of this high-end theater technology is 10 times expensive than setting up a one traditional movie theater, the first iMax facility in the Philippines’ is being supported by San Miguel Corporation, and Coca Cola Bottlers Philippines, in order to charge affordable tickets for the Filipino market.

SMPH has inked a partnership deal with iMAX Corporation in this offering.

The iMAX Theatre Network currently consists of more than 250 iMAX affiliated theatres in 36 countries. Approximately 60 percent of the theatres are located in North America, while the remaining 40 percent are spread internationally.

Roughly 50 percent of the theatres are located in institutional venues, such as museums, planetariums, and maritime centers, while the other half is part of commercial theatre complexes. More than 100 of these theatres are equipped with iMAX 3D technology.

The Philippines’ iMAX at Mall of Asia has the largest screen compared to other similar facilities around the world. Mall of Asia’s iMAX screens is a 22 x 30 meters—approximately the height of an eight-storey building and accommodates 600 people seating capacity.

In Cebu, the upcoming movie “Shrek” will officially open the Cebu iMax facility this summer 2010, Fernan said.—Ehda M. Dagooc