Digital Imax cinema first in Europe
Updated on 04 December 2008
A digital Imax auditorium, the first of its kind in Europe, has been previewed in Britain, paving the way for a new generation of cinemas.
Odeon has splashed out £1.5 million on two new digital Imax auditoriums at cinemas in Wimbledon and Greenwich.
The two screens, which promise to "put the audience in the movie", are the first and only ones of their kind in Europe, organisers said.
Rupert Gavin, CEO of Odeon described the "bold new vision", which is already being rolled out to cinema-goers in the United States.
The Imax technology, which is capable of showing 3D films, is custom-made, with laser-aligned digital sound enabling the audience to pinpoint the location of a noise.
A finely tuned system enhancing colour and contrast involves multiple projectors, hand-made speakers and automated tools to tweak sound and picture quality.
The new screens will show around one new film a month next year, including 3D versions of Harry Potter and the Half-Blood Prince and Monsters vs Aliens.
Both screens are around 15 metres wide and eight metres high.
Ticket prices will be roughly £3 more expensive than average - around £11.50 for an adult and £8.50 for a child.
But Odeon and Imax were confident that this would not leave empty seats in the economic downturn.
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