tough bikers fill an ordinary movie theater

The obvious solution is to brand 'new IMAX' so customers know what they're getting. It's even possible that you could have an equivalent of the experience simply by taking a seat closer to the front. The 'IMAX' version offered in multiplexes could be duplicated by any multiplex that was willing to sacrifice a few rows of seats and install the nice projectors. Rather, it is the best immersive experience on the planet.' His problem appears to be that most people do foolishly persist in thinking of IMAX as the giant screen. Yet Hyder quotes Gelfond: 'we don't think of IMAX as the giant screen. Anyone reading this could have told them that for free. Coca-Cola's expensive surveys assured them that people preferred the taste of New Coke. I certainly wouldn't be trusting enough to quote them.Įxecutives need a seat-of-the pants instinct. If I were Gelfond and market researchers gave me that result, I'd fire them. He continues to insist that Imax enjoys enormous customer satisfaction, backing up the claim with a market-research study that found that 98% of Imax moviegoers had enjoyed their experience at the new, medium-size theaters as much as at the older giant screens.' Uh, huh. In a piece written the other day by Patrick Goldstein for the LATimes, he wrote that when he interviewed IMAX CEO Richard Gelfond, the CEO 'got right to the point. I'll bet 98% of the people who experienced it loved it. IMAX created a spectacular film format, and found universal customer satisfaction. The lesson is, if you have advertised Kleenex, don't fill the box with paper towels. Twenty-four years after millions were spent to roll out New Coke, the multiplexes of the world sell Old Coke, Old Pepsi, and in India, the admirable Thums Up Cola. That marketing fiasco gave financial meaning to the old saying, If it ain't broke, don't fix it. James Hyder makes bold to mention the elephant in the room: New Coke. Every digital projector ever introduced was 'high end' at the time. The picture is not projected through large format 70mm film, but with dual 'high end' digital projectors. What 'IMAX' means in such situations is that the company has taken over the largest screen in the complex, removed a few of the front rows of seats, and moved a somewhat larger screen that much closer to the audience. Most of us know what an IMAX screen looks like, and we instinctively know one wouldn't fit inside our local multiplex. But documentation isn't really necessary. The illustration comes from Jeff Leins of, based on one with a useful article by James Hyder, editor of the LFexaminer, devoted to this issue. If you will click to enlarge the graphic below, you will see that Williamson has a point.

Tough bikers fill an ordinary movie theater