The Truth About IMAX with Laser at AMC Cinema Reimagined Will Surprise You

IMAX with Laser, particularly at AMC's "Reimagined" theaters, has become a key differentiator for moviegoers seeking a premium cinematic experience. But beneath the marketing hype, a complex reality exists, impacting image quality, sound, and even ticket prices. This explainer breaks down the truth about IMAX with Laser at AMC, answering the crucial questions of who, what, when, where, and why.

What is IMAX with Laser and "Reimagined" Theaters?

IMAX with Laser represents a significant technological upgrade from traditional IMAX projection systems. Instead of using xenon lamps, it employs dual 4K laser projectors, capable of a wider color gamut, higher contrast ratios, and greater brightness. This translates to a noticeably more vibrant and detailed image on the screen.

AMC's "Reimagined" theaters are a renovation initiative focusing on enhancing the customer experience. This often includes upgrades to seating (like power recliners), concessions, and, importantly, the installation of IMAX with Laser systems. The combination aims to create a more luxurious and immersive moviegoing experience.

Who is Involved?

The key players are IMAX Corporation, AMC Theatres, and, of course, the moviegoing public. IMAX Corporation designs, manufactures, and licenses its IMAX technology, including the laser projection systems. AMC Theatres, as one of the largest cinema chains globally, invests in and implements IMAX technology in its theaters. Ultimately, the consumer is the one paying for and experiencing these enhanced features.

When Did This Trend Begin?

The first IMAX with Laser system was installed in Toronto, Canada, in 2015. Shortly after, AMC began rolling out IMAX with Laser upgrades in select locations, often coinciding with its "Reimagined" theater renovations. The growth has been gradual but consistent, with more theaters adopting the technology as it becomes more accessible and consumer demand increases. According to IMAX's 2022 Annual Report, the company had 1,716 IMAX theaters globally, a significant portion of which are now equipped with laser projection.

Where Are These Theaters Located?

IMAX with Laser theaters are primarily concentrated in major metropolitan areas across North America, Europe, and Asia. AMC, being a dominant player in the US market, has a significant number of IMAX with Laser locations across the country. However, availability varies widely. A quick search on AMC's website or the IMAX website will reveal the nearest IMAX with Laser equipped theater. Location is a major factor in accessibility and whether consumers can take advantage of the technology.

Why the Hype (and the Controversy)?

The primary driver behind the adoption of IMAX with Laser is the pursuit of a superior cinematic experience. The promise of brighter, sharper, and more colorful images is a powerful marketing tool. AMC, in particular, leverages this technology to justify premium ticket prices and attract audiences willing to pay more for a higher-quality viewing.

However, the reality is often more nuanced than the marketing suggests. Here's where the "surprise" comes in:

  • Screen Size Variation: Not all IMAX screens are created equal. While IMAX branding implies a consistently massive screen, the actual size varies significantly from location to location. Some "IMAX with Laser" screens are only marginally larger than standard screens. This discrepancy can be disappointing for viewers expecting a truly immersive experience. The aspect ratio, the ratio of width to height, can also vary, impacting how the film fills the screen. Films shot in the 1.43:1 aspect ratio, designed for the largest IMAX screens, will be cropped or letterboxed on smaller screens.

  • The "LieMAX" Phenomenon: The term "LieMAX" has been coined by some moviegoers to describe IMAX screens that are significantly smaller than traditional IMAX screens and don't offer the true IMAX experience. While the technology might be present, the impact is diminished by the smaller screen size. This has led to criticism of AMC for potentially misleading marketing practices.

  • Sound System Variations: While IMAX is known for its superior sound systems, the quality and configuration can differ between locations. Some theaters might have a more advanced surround sound system than others, impacting the overall immersion.

  • Content Availability: Not all films are released in IMAX format. Even when they are, the IMAX version may only be available in select theaters. This limits the opportunity to experience the full potential of IMAX with Laser. Furthermore, some films are only "digitally remastered" for IMAX, not actually filmed with IMAX cameras, diminishing the benefits.

  • Price Premium: IMAX with Laser tickets typically command a higher price than standard screenings. Consumers need to weigh the cost against the actual improvements in image and sound quality, considering the specific theater they are attending.

    • Historical Context:

    IMAX's origins lie in the late 1960s, born from the frustration of filmmakers unable to achieve the desired image quality on traditional film formats. The company pioneered large-format film projection, offering unparalleled visual fidelity and immersion. Over the decades, IMAX evolved from primarily showcasing documentaries to incorporating mainstream Hollywood blockbusters. The introduction of digital IMAX and now IMAX with Laser represents a continued effort to enhance the cinematic experience while adapting to the changing landscape of filmmaking and distribution.

    Current Developments:

  • Increased Adoption: The trend of upgrading to IMAX with Laser continues, driven by consumer demand and the desire for premium entertainment options.

  • Competition: Other premium large format (PLF) formats, such as Dolby Cinema, are vying for market share, offering similar enhancements in image and sound quality. Dolby Cinema, in particular, is a strong competitor, often offering comparable or even superior picture and sound quality in some installations.

  • Focus on Seating and Amenities: The "Reimagined" theater concept is expanding beyond just IMAX upgrades, with AMC and other chains investing in improved seating, concessions, and overall theater ambiance to create a more luxurious and comfortable experience.

    • Likely Next Steps:

  • Standardization: There's a growing call for greater transparency and standardization in IMAX theater specifications. Consumers want clearer information about screen size, aspect ratio, and sound system configuration to make informed decisions.

  • Technological Advancements: IMAX will likely continue to innovate in projection technology, potentially exploring even brighter and more energy-efficient laser systems. Higher frame rates and even more immersive sound formats are also potential areas of development.

  • Expansion into Home Entertainment: While IMAX's core business remains in theatrical exhibition, the company is exploring opportunities to bring aspects of the IMAX experience to the home, through partnerships with streaming services and manufacturers of high-end home theater equipment.

  • Increased Focus on User Experience: As competition intensifies, theaters will need to focus on the overall customer experience, from online ticketing and concessions to the comfort and cleanliness of the theater itself. The premium experience needs to extend beyond just the technical specifications of the projection system.

In conclusion, IMAX with Laser at AMC's "Reimagined" theaters offers a significant upgrade in image quality and immersive potential. However, the reality is more complex than the marketing suggests, with variations in screen size, sound systems, and content availability. Consumers need to be aware of these nuances and research the specific theater they are attending to ensure they are getting the full IMAX experience they are paying for. The future of IMAX lies in continued technological innovation, standardization of theater specifications, and a relentless focus on the overall customer experience.