IMAX Enhanced Program Expanding to Elevate Live Programming

Rhea-AI Summary

IMAX (NYSE: IMAX) has announced the expansion of its IMAX Enhanced program with 'Stream it in IMAX Enhanced,' targeting the growing demand for premium live event viewing at home. The initiative leverages IMAX's VisionScience™ technology to enhance image and sound quality for live streaming content.

The technology provides real-time optimization of video and audio fidelity for both live and on-demand content, continuously monitoring and improving each frame to maintain premium quality despite streaming constraints. While addressing the quality gap in live broadcasts compared to on-demand 4K HDR content, the system integrates with existing production workflows to enhance color, contrast, and clarity.

The expansion builds on IMAX's successful demonstrations of live events, including the 2024 Paris Olympics Opening Ceremony, League of Legends Championships, and NBA Finals. When combined with IMAX Enhanced-certified devices, the program offers additional quality improvements for home viewing experiences.

Positive

• Expansion into growing live streaming market creates new revenue opportunities
• Leverages existing brand strength and technological expertise
• Successfully demonstrated technology in major global events
• Integration with existing production workflows reduces implementation barriers

Negative

• Faces competition from established streaming technologies
• Success depends on adoption by content providers and consumer purchase of certified devices

Insights

Technology Analyst

IMAX's expansion of its Enhanced program addresses a critical quality gap in the streaming ecosystem. While on-demand content has largely transitioned to 4K HDR, live broadcasts often deliver suboptimal experiences, particularly during high-viewership events when bandwidth constraints are most acute.

The company's VisionScience™ technology applies IMAX's established image processing expertise to overcome real-time streaming challenges through continuous frame-by-frame optimization. Unlike typical upscaling solutions, IMAX's end-to-end approach suggests optimization at multiple points in the content delivery pipeline.

What's strategically significant is their integration with existing production workflows rather than requiring infrastructure overhauls, reducing adoption barriers for content partners. Their successful demonstrations with high-profile events (Olympics, NBA Finals, League of Legends) provide proof-of-concept for consumer applications.

The home environment presents challenges absent in theaters – variable internet speeds, diverse displays, and inconsistent audio setups – making quality control more difficult. However, IMAX's established device certification program provides quality assurance while potentially creating a recurring revenue ecosystem through licensing.

While technically impressive, market impact depends on partner adoption rates and consumer willingness to invest in IMAX Enhanced-certified devices, which remains uncertain without more details on launch partners or timelines.

Media Business Strategist

IMAX's move into premium home streaming for live events represents a logical evolution of their brand beyond theatrical experiences. By targeting live programming specifically, they've identified a meaningful differentiation opportunity where technical challenges remain unsolved by major streaming platforms.

This strategic expansion positions IMAX to capitalize on multiple convergent trends: increased premium content consumption at home, growing live streaming audiences (sports, concerts, gaming competitions), and consumers' demonstrated willingness to pay for quality differentiation in a crowded content landscape.

The business implications extend beyond technology. IMAX is effectively transferring its "premium experience" brand equity from theaters to homes, potentially opening new revenue streams through technology licensing, device certification fees, and content partnerships that reduce dependency on theatrical release schedules.

The timing and venue of this announcement at NAB 2025 indicates IMAX is primarily targeting industry partnerships rather than direct-to-consumer offerings. While previous work with major sports leagues suggests established relationships that could accelerate adoption, the announcement lacks specific partnership details or revenue projections.

This represents important groundwork for future diversification, though near-term financial impact remains uncertain without clearer monetization details or adoption timelines. The initiative positions IMAX to remain relevant as viewing habits continue shifting between theatrical and home environments.

Stream it in IMAX Enhanced Program Brings Together Brand Power and Technology To Deliver The Ultimate Viewing Experience For Live at Home

LAS VEGAS--(BUSINESS WIRE)-- IMAX^® Corporation (NYSE: IMAX) today unveiled an expansion of its IMAX Enhanced program — Stream it in IMAX Enhanced — designed to meet rising demand from audiences and streamers for premium live event viewing in the home.

As part of this expansion, IMAX is combining industry-leading technical expertise with proprietary streaming technologies to enhance image and sound at the source, monitor quality in real time, and elevate the in-home experience of live programming. This evolution builds on IMAX’s track record of commercial success with studios and streamers — delivering fan-first experiences that over-index in engagement and command premium value at the box office and beyond.

“Audiences across the world see IMAX as the ultimate stamp of quality for their favorite films, events, and experiences — both across our global network and through our in-home IMAX Enhanced program,” said Vikram Arumilli, Senior Vice President and General Manager, Streaming and Consumer Technology, IMAX. “With this expansion, we’re giving live event producers the tools to deliver high-quality programming in real time, bringing The IMAX Experience to fans of sports, music, and other live programming — streamed right to the home.”

Stream it in IMAX Enhanced is an end-to-end technology solution that dynamically improves video and audio fidelity for live and on-demand content — from source to audience — using IMAX VisionScience™. This patented technology continuously monitors and optimizes every frame, ensuring a consistent, premium experience for fans, even under live streaming constraints.

While 4K HDR has become the standard for on-demand content, many live broadcasts still lag behind in visual quality. IMAX Enhanced bridges this gap, integrating seamlessly with existing production workflows to elevate color, contrast, and clarity in real time, helping streamers deliver the fidelity fans expect — whether on a 70" TV or a 70-foot screen.

This expanded offering builds on successful demonstrations of IMAX technologies powering live events across the globe — including the 2024 Paris Olympics Opening Ceremony, the League of Legends Championships, and the NBA Finals, delivered live in IMAX locations across the world.

Additionally, when paired with IMAX Enhanced-certified devices, content under the Stream it in IMAX Enhanced program delivers even further improvements, bringing fan-favorite live experiences to life like never before.

To learn more about Stream it in IMAX Enhanced, visit IMAX at NAB 2025:

• Booth W1401: Explore the IMAX Enhanced program and in-home streaming demonstrations
• AWS Booth W1701: See IMAX VisionScience™ technologies in action for live cloud workflows

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, 2024, there were 1,807 IMAX systems (1,735 commercial multiplexes, 11 commercial destinations, 61 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).

View source version on businesswire.com: https://www.businesswire.com/news/home/20250404638716/en/

For additional information, contact:

Media:

STREAMING:

Doug Hansel or Shawn Belluigi at Bubble Agency

DougH@Bubbleagency.com - 603-537-9248

ShawnB@Bubbleagency.com

CORPORATE:

Viktor Maksimowicz

vmaksimowicz@imax.com

Investors:

Jennifer Horsley

jhorsley@imax.com

Source: IMAX Corporation

FAQ

What is Stream it in IMAX Enhanced and how does it improve live streaming?

Stream it in IMAX Enhanced is a technology solution that dynamically improves video and audio quality for live streaming using IMAX VisionScience™, optimizing every frame in real-time to ensure premium viewing experience at home.

Which major events has IMAX's live streaming technology been demonstrated on?

IMAX has demonstrated its live streaming technology at the 2024 Paris Olympics Opening Ceremony, League of Legends Championships, and NBA Finals.

How does IMAX Enhanced address the quality gap in live broadcasts?

While 4K HDR is standard for on-demand content, IMAX Enhanced bridges the quality gap in live broadcasts by enhancing color, contrast, and clarity in real-time, integrating with existing production workflows.

What additional benefits do IMAX Enhanced-certified devices provide?

IMAX Enhanced-certified devices work with the streaming program to deliver further quality improvements, enhancing the viewing experience of live events at home.