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IMAX Corporation Message Board

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  • itsallaboutgrowth itsallaboutgrowth Mar 3, 2010 2:27 PM Flag

    AMC doing its own oversize format

    The reaction is much-ado-about-nothing. IMAX has already set an awesome entertainment experience for years, so anyone that ATTEMPTS to steal their market share will need to match that awesome standard experience, minimum, period. Think about how history is littered with feeble, less-than-innovative, copy-cat companies who've attempted and failed to seriously challenge a highly-visible, market-leading company that has already established a very high standard for that market. (NOTE: I'm not talking about an evolving standard here.) According to independent reviews, AMC's large format experience doesn't achieve the awesome IMAX standard, so IMAX won't really be the loser here. AMC will grab market share from "regular" theaters that offer an ordinary movie experience for ordinary customers, because they offer a better (albeit not totally awesome) movie experience as compared to the other neighborhood theaters. Do a web search for reviews about the new experience that AMC offers. You'll see comments about how poorly it compares to IMAX. But that's not a fair comparison. IMAX offers an experience that commands continued growth through a growing pool of discriminating customers, and AMC (and others who chase larger formats) will be successful against their less-aggressive competitors. And the technology supplier investors will profit handsomely....

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