IMAX and Bona Film Group Expand Partnership with Three New IMAX Locations in China

Rhea-AI Summary

Bona Film Group and IMAX announce an expansion of their partnership with three new state-of-the-art IMAX® with Laser systems in China, starting in 2026. This deal marks their first post-COVID agreement, reflecting the strong demand for The IMAX Experience in China.

Positive

• The partnership between Bona Film Group and IMAX is expanding with three new IMAX® with Laser systems in China.
• The agreement signifies the first post-COVID deal for the two companies, highlighting the growing demand for The IMAX Experience in China.
• IMAX continues to deliver strong box office results in China, with successful screenings of 'Oppenheimer' and 'Dune: Part Two'.
• The new IMAX locations in China will feature IMAX with Laser, providing an immersive moviegoing experience with advanced technology.

Negative

• None.

Insights

Market Research Analyst

The expansion of the partnership between Bona Film Group and IMAX Corporation, including the installation of three new IMAX with Laser systems in China, indicates a strategic move to capitalize on the resurgence of moviegoing in the Chinese market. This investment is expected to enhance the cinematic experience and potentially drive higher attendance and revenue, considering the premium nature of IMAX offerings.

IMAX's strong box office performance in China, as evidenced by the impressive share of opening weekend box office despite operating on less than 1% of screens, demonstrates a significant consumer preference for high-quality movie experiences. This could lead to a positive impact on IMAX's market share and financial performance in the region.

The demand for premium cinematic experiences is not unique to China, but the scale and growth potential of the Chinese market make this a noteworthy development. The emphasis on local language releases and new experiences suggests that IMAX is tailoring its strategy to align with regional preferences, which may contribute to sustained growth in the territory.

Financial Analyst

The financial implications of the partnership between Bona Film Group and IMAX are multifaceted. On one hand, the upfront cost of installing IMAX with Laser systems is considerable; however, the long-term revenue potential from increased ticket prices and audience engagement could justify the investment.

Analyzing the stock performance of both companies following such announcements is essential, as the market's reaction often reflects the anticipated impact on future earnings. It's also important to consider the broader economic context in China, including disposable income trends and competitive dynamics in the entertainment sector, which could influence the success of this expansion.

Another financial consideration is the potential for increased operational efficiencies and economies of scale as the number of IMAX screens grows. This could lead to improved profit margins over time, assuming that audience demand remains robust and that the premium experience continues to command a price premium.

Entertainment Industry Analyst

The partnership's focus on IMAX with Laser technology speaks to the broader industry trend towards high-quality, immersive experiences. IMAX's proprietary laser systems offer a competitive advantage, providing a unique selling point that can attract consumers seeking the best possible viewing experience.

Additionally, the selection of China for this expansion reflects the country's position as a critical growth market for the film industry. The Chinese box office has been a major contributor to global film revenues and the success of recent releases on IMAX screens in China underscores the importance of this market for Hollywood and domestic Chinese productions alike.

It is also indicative of the strategic importance of partnerships with local players like Bona Film Group, which can navigate the regulatory landscape and consumer preferences more effectively than foreign entities acting alone. Such collaborations are essential for international companies like IMAX to maximize their footprint in China's lucrative market.

Longstanding Partners Strike First Post-COVID Agreement as Chinese Moviegoing Continues to Surge

LAS VEGAS and SHANGHAI, April 9, 2024 /PRNewswire/ -- Bona Film Group (SZ.001330) and IMAX Corporation (NYSE: IMAX), IMAX China (HKSE:1970) today announced an expansion of their partnership with an agreement for three new state-of-the-art IMAX® with Laser systems in China, set to begin operation starting in 2026. The announcement was made today at the annual CinemaCon 2024 exhibition conference in Las Vegas.

IMAX and Bona Film Group have enjoyed a successful partnership since 2012 – this deal will bring the total number of IMAX locations with Bona Film Group to 36. The agreement marks the first deal for the two companies post-COVID, reinforcing the surging demand among Chinese audiences and exhibitors for The IMAX Experience. 

"Moviegoing has made a remarkable comeback in China and we're excited that Bona Film Group, a leading force in China's exhibition market, is growing its commitment to IMAX as we drive strong market share with the biggest releases," said Rich Gelfond, CEO of IMAX. "As IMAX continues to expand further into Chinese films, local language releases from countries including Japan, and new experiences, it's clear that our value proposition for Chinese moviegoers and the opportunity for our business in China are strong."

"Bona Film has always been committed to providing a premium film experience for audiences," said Yu Dong, chairman of Bona Film Group, "As the most iconic immersive cinematic experience, IMAX delivers unmatched entertainment value that meets the wide-ranging demands of moviegoers. We believe this expanded partnership with IMAX will serve to drive the continued growth of movie-going enthusiasm and further strengthen the market."

The multi-theatre deal comes as IMAX continues to deliver strong box office results in China. IMAX has earned over $19 million in China with Christopher Nolan's Academy-Award winning "Oppenheimer", garnering 30% of the film's opening weekend box office on less than 1% of screens. Denis Villeneuve's "Dune: Part Two" also continues to perform exceptionally well in the market, with over $15 million earned to-date on less than 1% of screens. IMAX has continually delivered strong indexing in China, taking home 33% of the opening weekend total of "Dune: Part Two" in the country, and following it up with a massive 35% of the second weekend box office.

IMAX also took in $7.3 million in box office for "Godzilla vs Kong: The New Empire", marking its highest 3-day opening weekend in the market for a Hollywood title since "Avatar: The Way of Water" and delivering a franchise-best opening weekend index of 16.3%.  In March, IMAX China saw its best performance for that month since the pandemic, driven by "Dune: Part Two" and "Godzilla vs Kong: The New Empire", hitting $28 million.

The three new IMAX locations across China will be equipped with IMAX with Laser, IMAX's most advanced experience. IMAX with laser systems are immersive by design, developed from the ground-up to deliver crystal clear, lifelike images and precision audio for a moviegoing experience unlike anything else. The ground-breaking 4K laser projection system delivers brighter images with increased resolution, deeper contrast, and the widest range of colors exclusively to IMAX screens.

About Bona Film Group

Bona Film Group Co., Ltd. is one of the earliest private enterprises in China to engage in film business. It has been deeply involved in the film and television industry for many years, continuously extending upstream and downstream of the industry chain, and has now become a well-known film group company with a full industry chain layout. The main business includes film investment, distribution, cinema line management, and cinema screening. In 2020, 2021, and 2023, Bona Film won the honor of "Top 30 National Cultural Enterprises". On August 18, 2022, Bona Pictures successfully went public on the A-share main board of the Shenzhen Stock Exchange.

About IMAX Corporation

IMAX, an innovator in entertainment technology, combines proprietary software, architecture, and equipment to create experiences that take you beyond the edge of your seat to a world you've never imagined. Top filmmakers and studios are utilizing IMAX systems to connect with audiences in extraordinary ways, making IMAX's network among the most important and successful theatrical distribution platforms for major event films around the globe.   

IMAX is headquartered in New York, Toronto, and Los Angeles, with additional offices in London, Dublin, Tokyo, and Shanghai. As of December 31, 2023, there were 1,772 IMAX systems (1,693 commercial multiplexes, 12 commercial destinations, 67 institutional) operating in 90 countries and territories. Shares of IMAX China Holding, Inc., a subsidiary of IMAX Corporation, trade on the Hong Kong Stock Exchange under the stock code "1970". 

IMAX^®, IMAX^® 3D, Experience It In IMAX^®, The IMAX Experience^®, DMR^®, Filmed For IMAX^®, IMAX LIVE™, and IMAX Enhanced^® are trademarks and trade names of IMAX Corporation or its subsidiaries that are registered or otherwise protected under laws of various jurisdictions. For more information, visit www.imax.com. You may also connect with IMAX on Instagram (www.instagram.com/imax), Facebook (www.facebook.com/imax), LinkedIn (www.linkedin.com/company/imax), X (www.twitter.com/imax), and YouTube (www.youtube.com/imaxmovies). 

For additional information please contact: 

Investors:
Jennifer Horsley
jhorsley@imax.com

Media:
Mark Jafar
mjafar@imax.com 

 

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SOURCE IMAX Corporation

FAQ

What is the expansion agreement between Bona Film Group and IMAX about?

The expansion agreement involves three new state-of-the-art IMAX® with Laser systems in China, starting in 2026.

When will the new IMAX locations in China begin operation?

The new IMAX locations are set to begin operation in 2026.

What does the deal between Bona Film Group and IMAX signify?

The deal marks the first post-COVID agreement for the two companies, showing the strong demand for The IMAX Experience in China.

What recent movies have performed well in IMAX theaters in China?

Movies like 'Oppenheimer' and 'Dune: Part Two' have delivered strong box office results in IMAX theaters in China.

What technology will the new IMAX locations in China feature?

The new IMAX locations will be equipped with IMAX with Laser, providing an immersive moviegoing experience with advanced technology.