# 60-year-old IMAX technology makes a comeback in cinema industry The classic film format is becoming a major trend again in Hollywood productions. - **Source:** [The Verge (YouTube)](https://brifing.si/source/025904d5-0e7d-45b5-bc3a-df64e77cfcc8) - **Published:** 2026-08-06 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/6b045b34-1444-45cf-bb0c-7c3ecbf3fa89 ## Historical origins of IMAX IMAX technology was first developed in Canada during the 1970s, revolutionizing cinema with its giant screens. The system used 70mm film format, offering significantly higher resolution than standard 35mm. Initially popular for documentaries and educational films, IMAX gradually found its way into Hollywood productions. Today there are over 1,500 IMAX theaters worldwide, showcasing the format's enduring appeal. ## The technology renaissance Recent years have seen renewed interest in IMAX technology, particularly driven by directors like Christopher Nolan who shoot with IMAX cameras. The 2023 film Oppenheimer achieved remarkable success in IMAX format. Moviegoers are willing to pay premium prices for IMAX's unique 1.43:1 aspect ratio and immersive screen experience, proving the format's continued relevance in digital age. ## Technical superiority IMAX systems deliver 40% more light output than standard digital projectors, with specialized sound systems capable of 12,000 watts of audio power. Typical IMAX screens measure 72 feet wide and 53 feet tall. Modern IMAX digital cameras can capture up to 8K resolution, far exceeding conventional cinema cameras. These technical advantages create an unmatched viewing experience that keeps audiences coming back. ## Industry impact IMAX's resurgence creates new investment opportunities for theater operators. Setting up an IMAX theater costs between $1-5 million, but premium ticket prices (30-40% higher than standard) accelerate ROI. The Asia-Pacific market shows particularly strong growth, with hundreds of new IMAX screens planned. This expansion reflects changing consumer preferences toward premium cinematic experiences. ## Production opportunities Filming in IMAX format offers both prestige and financial benefits for producers. IMAX screenings can boost a film's box office by 15-20%. Major studios like Marvel and DC now routinely shoot superhero movies in IMAX. The format has become particularly valuable for big-budget visual effects films, with directors appreciating the enhanced image quality and immersive potential. ## Changing consumer behavior Post-pandemic audiences seek experiences that streaming services can't replicate. Surveys show 62% of moviegoers prefer IMAX for special event films. Younger demographics especially value the shareable, Instagram-worthy moments that IMAX presentations provide. Cinemas are responding with special IMAX events and promotions to capitalize on this demand. ## Competitive landscape IMAX competes with other premium formats like Dolby Cinema and 4DX, but maintains an edge through brand recognition and exclusive content deals. The company surpassed $1.2 billion in 2023 revenue, with stocks rising 35% year-over-year. With plans to open 500 new theaters in next five years, IMAX continues to lead the premium large format market. ## Future of cinema IMAX's resurgence signals an important evolution in movie exhibition. By offering experiences impossible to replicate at home, the technology helps justify cinema's continued existence. More directors are expected to experiment with IMAX in coming years, potentially revitalizing high-budget film production. This trend may drive further innovation in cinema technology and theatrical experiences. ## Sources covering this story - https://www.youtube.com/watch?v=Pbi24wk2W8g — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._