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IMAX AT THE EMPIRE

30/05/2014


LIGHTS, CAMERA, SOUND, ACTION -
IMAX® AT EMPIRE LEICESTER SQUARE CINEMA TO OPEN FRIDAY 30 MAY

Iconic Cinema to Re-open with Tom Cruise’s futuristic sci-fi thriller
Edge of Tomorrow: An IMAX 3D Experience

LONDON – May 30, 2014 – Empire Cinemas and IMAX Corporation (NYSE: IMAX; TSX: IMX) confirmed today that the eagerly awaited IMAX® screen in the famous flagship cinema, The Empire Leicester Square, will open to the public from Friday 30 May 2014 with Tom Cruise’s futuristic sci-fi thriller, Edge of Tomorrow: An IMAX 3D Experience.

With IMAX screens in some of the most iconic locations in the world, the West End will join this exclusive list and cinemagoers can finally see red carpet premieres of IMAX films at Empire Leicester Square. The historic Empire Leicester Square, the site of some of the UK’s most prestigious film premieres since its opening in 1884, will now provide West End moviegoers the world’s most immersive cinematic experience as well as host unforgettable film premieres.

Andrew Cripps, President of IMAX EMEA said: “We are incredibly excited that The IMAX Experience® will soon grace the Empire Cinema in historic Leicester Square, the beating heart of British cinema-going. Together with our partner, Empire Cinemas, we look forward to not only opening our 26th IMAX cinema in the UK, but to delivering moviegoers what is sure to be a unique and unparalleled experience.”

Justin Ribbons, CEO of Empire Cinemas commented: “We’re extremely excited to be launching IMAX® at our flagship cinema The Empire Leicester Square. From the earliest days of the moving image The Empire Leicester Square has been at the forefront of advances in cinema technology. The introduction of IMAX® further reinforces our commitment to providing the most cutting edge, immersive viewing experience to our customers and will reinforce The Empire Leicester Square’s position as the home of the UK’s best cinema-going experience for years to come.”

The Empire Leicester Square’s Screen 1 has been completely transformed with the installation of the ground-breaking, crystal-clear digital projection and cutting-edge sound technology for which The IMAX Experience is renowned, along with a signature high-resolution 87-foot (26.5m) wall-to-wall and floor-to-ceiling curved screen. The development of the technology behind that transformation has been documented in two behind-the-scenes videos, the first of which was released today.

The Empire Leicester Square first opened its doors as a theatre in 1884, and from the earliest days of the moving image has been at the forefront of advances in cinema technology, when, in March 1896, Louis and Auguste Lumière presented the first theatrical performances of a projected film to a paying U.K. audience.

Under the terms of the agreement, the new IMAX cinema at Empire Leicester Square will eventually transition to IMAX's next-generation laser digital projection system, which is expected to set a new benchmark as the industry’s premium entertainment experience. The system, which incorporates the laser digital intellectual property IMAX exclusively licensed from Eastman Kodak and Barco's unique laser innovations, represents the culmination of the largest R&D initiative in IMAX’s history and will enable IMAX’s largest screens to deliver the highest-quality digital content available with greater brightness and clarity, a wider color gamut and deeper blacks.