IMAX and Giant Screen Experience

IMAX originated today’s large format screen format and still dominate the market. In recent years numerous others have entered the market, however, the brand awareness created by IMAX is largely how the public identify with the format.

Within the industry the format is also known as Giant Screen. The format has two different theatre styles, flat screen (2D & 3D), typically all rows are within one screen height, and Dome (2D), a curved screen that fills audience’s field of view.

Both are defined by sharper images (up to 10 times) than conventional cinema allowing the audience a more immersive experience.

Giant Screen films can take audiences on adventures to the most extraordinary and remote places on Earth and beyond. Places few will ever visit.

They can also inspire families to explore new destinations and discover new passions.

Eight million people see a Giant Screen film each year in nearly 60 countries, there are 518 theatres in North America – with numbers growing daily.

Currently, the fastest growing market is China, where there are more than 239 Giant Screen theatres, with plans to install another 219 over the next few years.

The Giant Screen format is unique from all other entertainment / educational mediums in its ability to reveal the wonders of the world in the most visceral way, often sparking lasting changes in behaviour and attitudes.

Beyond their theatrical distribution films can reach millions of more people via the secondary market of television, Blue Ray, DVD’s and high resolution streaming.

Our preferred distributors have strong relationships with hundreds of the worlds leading museums, aquariums and science centres. Unlike Hollywood releases, Giant Screen films play in these institutions multiple times a day for six months to a year and then replay as educational content for schools for many years to come.

Our goal  is to also extend the impact of our films with additional educational programs and materials.

What is an IMAX / Giant Screen film?

Documentary styled film suited for institutional venues such as museums, aquariums and science centres, and approximately 40 minutes in duration.

Who is the audience?

Middle to upper-middle income earners ($80,000+ per annum).

Audiences choose to see a documentary film primarily because the film topic interests them and they want the IMAX experience. Reporting a high degree of satisfaction and loyalty, they enjoy their experience and plan to return.


Sponsors are viewed favourably by audiences when they provide financial support to IMAX ? Giant Screen documentary films, and theatres that exhibit such films. Favourability is strongest among upper income households, with the 55+ age group being “very” favourable.

Strengths of IMAX / Giant Screen documentary films

Audience members are most interested in six types of films: Oceans, Space, Nature, Travel, Science and Action / Adventure. Of these Oceans / Underwater rate highest at 68%.

Unique and strategic partnerships are the key to making a measurable and lasting impression.