How Imax Sees Theaters Reopening and the Box Office Pressure on ‘Tenet’

Trey Williams
·1 min read

While theater chains like AMC, Cinemark and Regal game plan on how to reopen this summer, Imax faces unique challenges when it comes to getting audiences back in the seats of its premium platform theaters. Imax Corp., which partners with multiplexes, had its best box office and revenue year ever in 2019. Then the COVID-19 hit China, where the premium platform has a strong presence. Last month, the company reported it lost money in the first quarter of 2020, as revenue took a significant hit as a result of the pandemic. As Imax Entertainment president Megan Colligan prepares to meet with exhibitors about sanitation and safety guidelines, TheWrap spoke with her about what it will take to draw audiences back, as well as her optimism around relaunching moviegoing and the uncertainty theaters face. (This interview has been edited for length and clarity). Also Read: IMAX Reports Q1 Loss, Revenue Decline Due to Coronavirus Pandemic How does Imax think about audiences coming back to theaters, considering you rely on theater chains and are generally more expensive? Yeah, we don’t set the guidelines, the cinemas do. Our exhibition partners, though, are being really cautious about the way they reopen. Everybody is trying to suss that...

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