IMAX offers an enhanced viewing experience for movie-goers, who pay a premium on top of the existing ticket price to enjoy it.
The company's reputation grew based on massive screens and state-of-the-art sound systems. IMAX currently retrofits existing movie theaters with technology that enhances the picture resolution and the sound quality.
However, many of the retrofitted screens pale in comparison to the size of other IMAX screens. Yet movie-goers still pay the same premium, regardless of the screen size.
IMAX doesn't deny the discrepancy. When we talked to IMAX Entertainment CEO Greg Foster, he said: "If there are people out there who have a problem with it, they're not telling us."
Produced by Graham Flanagan
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