Imax, Odeon ink deal for flagship cinema

Imax-format digital auditorium in Liverpool multiplex

AMSTERDAM -- Imax on Tuesday announced a deal with Odeon/UCI to install an Imax-format digital auditorium in the circuit's flagship multiplex in Liverpool.

The announcement came on the second day of the annual exhibition confab Cinema Expo here.

The agreement brings Odeon's Imax screen count to seven. The largest Imax operator in the U.K., Odeon also operates Imax venues in Wimbledon, Greenwich, Gateshead, Cardiff and Southampton.

"The incremental boost in performance that we receive by adding an Imax theater to our existing complexes helps to drive our bottom line and our overall box office," said Rupert Gavin, CEO of Odeon & UCI Cinemas Group. "Beyond this new location, we're currently exploring the possibility of adding more to our growing list of scheduled IMAX installations."

Imax chief Richard Gelfond said Odeon "has led the way in establishing the Imax network in Western Europe."
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