IMAX targets residential market with partnership programme
The IMAX experience is something you’d only expect to enjoy outside the home but the corporation’s latest programme is taking the immersive technology into the residential space. IMAX Corporation has introduced certification and licensing that combines consumer electronics products with IMAX digitally re-mastered 4K HDR content and DTS audio technologies – the IMAX Enhanced program.
IMAX Enhanced will include an IMAX Mode for enhanced devices that will be optimised to play digitally re-mastered content in the home. Consumers can access content from Hollywood studios and select IMAX documentaries through its IMAX Home Entertainment division. The company will also work with its global studio and other content partners to deliver enhanced versions of blockbuster films and additional programming.
The programme launches with a number of partners already on board including Sony Electronics, Sony Pictures, Paramount Pictures, and Sound United – parent company to Denon and Marantz.
Consumer electronics manufacturers must design 4K HDR televisions, AV receivers, sound systems and other home theatre equipment to prescribed set of standards to be accepted into the programme.
The standards are set by a certification committee of IMAX and DTS engineers, as well technical specialists from Hollywood.
The programme will use the newest, proprietary post-production process developed by IMAX to digitally re-master content. The companies will also partner with Hollywood sound mixers to use a special variant of its DTS:X codec technology integrated in home audio equipment.
“This is a natural extension of our core business in experiential entertainment,” said IMAX CEO Richard L. Gelfond. “By partnering with a well-established consumer electronics licensing leader, we can leverage both our brand and key technology innovations through DTS’ global licensing platform, without having to make the direct investments often necessary to build a new revenue stream.”
The IMAX Enhanced program will launch this autumn.