Wanda Film and IMAX China held a signing ceremony at the Beijing CBD branch on Tuesday to announce an agreement to upgrade the IMAX? Laser System for Wanda in 61 cinemas covering Beijing, Shanghai, Guangzhou, Shenzhen, and other cities. This upgrade aims to enhance viewer experience by enhancing clarity, contrast, and brightness.
Cao Zengkai, IMAX China's vice-president of marketing, said that IMAX has successfully addressed the issue of thermal expansion and contraction of the prism in traditional laser projection systems, which previously affected picture clarity.
"It enables viewers to see clearer, brighter and more colorful images," he said.
In addition to the equipment upgrades, Wanda Film is also renewing its contract with IMAX for up to 37 of its theaters for five years and plans to add up to 25 new IMAX screens over the next three years.
The CBD branch, the first stop of the upgrading program, featured a screening of Pixar's latest animation Inside Out 2 at the ceremony to provide the audience with a glimpse of the latest IMAX laser screening system.
Chen Zhixi, chairman and CEO of Wanda Film, said that they selected the CBD branch, which opened in 2011, for the ceremony due to its deep connection with the audience.
"The CBD branch has witnessed my growth as a filmmaker and the golden decade of China's rapid development of movies.
"From digital to laser, this place carries too many memories of filmmakers and movie fans; today, a new era of movie watching in CBD is about to begin. We look forward to the upgraded flagship cinema to establish a better communication platform between the industry and the audience, so that more movies will bloom here," she said.
