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Fourteen new IMAX theaters to be rolled out across China

By Wang Ru | chinadaily.com.cn | Updated: 2018-09-14 11:42

For film lovers, sitting in a cinema, eating popcorn and taking in a movie is an immersive experience that can often prove to be one of life's great joys.

The good news for them is that 14 new IMAX theaters featuring their latest laser projection system are due be rolled out across China at MIXCINE multiplexes, a domestic high-end cinema brand backed, built and operated by State-owned developer, China Resources Land.

It marks the first step in a cooperation agreement between China Resources Land and IMAX Corp. to improve the viewing experience for cinema audiences around the country.

According to IMAX CEO Richard L. Gelfond, "IMAX with laser proves our ability to offer an immersive experience that simply can't be matched by any other medium or technology."

"We are pleased to build on this new partnership with China Resources Land. We have confidence in the Chinese market and the opportunities that lie ahead to bring consumers a premium experience" he adds.

The first MIXCINE IMAX theater opened in March in Shenzhen, Guangdong province. Two more IMAX cinemas will open on Sept 15 in Southwest China's Chongqing and in the northern Chinese city of Taiyuan, Shanxi province.

Most of the laser-theaters will be constructed in first and second tier Chinese cities by 2022.

"Our goal is to deliver premium retail and entertainment experiences throughout China. IMAX's ground-breaking laser technology, premium brand and increasing slate of Chinese blockbusters will help us keep to this promise." says Yu Linkang, vice president of China Resources Land.

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