Imax's Digital Pitch: It's Not All About Size†

Wall Street Journal, October 29, 2008 — Uneasy about the size of Imax Corp.'s new digital-theater screens, some of its longtime museum clients wish the company would stick to its "think big" corporate mantra.

Imax's co-chief executive, Richard Gelfond, raised eyebrows at a recent meeting of the Giant Screen Cinema Association when he declared that Imax wasn't just about giant screens, but all the parts that combine to make it "the best immersive experience."

Critics say that Imax, whose giant screens are a leading attraction at many museums and science centers that show vivid nature documentaries, should consider a slightly different branding strategy for its digital-projection system, which the company recently started to roll out.