Imax to Open Five More Screens in Europe

LONDON - Giant movie screen operator Imax has struck deals with three exhibitors to open five new Imax theaters in the Netherlands, U.K. and Austria.

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Imax sealed a deal with Pathe Theatres, operator of the largest chain of cinemas in the Netherlands, to open a trio of Imax locations in existing multiplexes in the country. They will be located in The Hague and Tilburg and a third location to be determined at a later date.

Odeon & UCI Cinemas Group, the largest operator of Imax theaters in Europe, the Middle East and Africa, will add an Imax theater as part of its new 11 screen multiplex in Milton Keynes just outside London which is due to open in 2014.

And Austrian exhibitor Cineplexx will also expand its Imax commitment with the addition of a theater in Vienna.

"Europe continues to be a key strategic focus for Imax and we’re delighted that many of our existing exhibition partners are increasing their Imax business," said Imax EMEA president Andrew Cripps.

He said the rollout "not only underscores the growth opportunities that exist in the region, which has approximately 450 million consumers, but it is also an endorsement of the confidence exhibitors have in Imax to deliver audiences a differentiated experience and drive incremental revenue to their multiplexes."

Cripps, a former Paramount Pictures International president, aims to continue to ramp up Imax's ambitions across the region.

The latest James Bond film, Skyfall, which will have its world premiere Tuesday night in the British capital, will be released on 20 Imax screens across the U.K. starting Friday.