IMAX has said that is may end up advertising the size of screens to customers after complaints from some bloggers in the US who felt duped by new technology that allows cinema owners to retrofit exisitng screens to show IMAX movies. This often results in a screen not much bigger than normal. Until recently the company has sold itself on showing films on truly enormous screens that are often several storeys high, witht he results the some punters were upset to have paid higher ticket prices for a screen not much bigger to normal.
The retrofitting option is far cheaper for cinema owners to install, and gives viewers acces to IMAX’s resolution and sound advances, but not necesarily on a truly gargantuan screen. It become an attractive option for many US cinema chains, as with a stream of Hollywood blockbusters now released on the format, they can charge premium prices for IMAX tickets. The company is now said to be studying how big a problem the dissastisfaction is and as a result may end up advertising the screen’s size and has hired a market research firm to study the problem and come up with solutions.