The "Imax Experience" or Lack Thereof
As the Geekier among you may already know, there has been a bit of controversy in the blogosphere as of late (Arguments on the Internet? Crazy, right?) about the so-called "Imax Experience." In a nut shell, Imax has installed their sound and video equipment in theaters across the nation and has begun showing regular feature films on said screens. The picture quality is fantasmic, the sound quality is superb. So what's the problem?
The screens are absolutely minuscule compared to the Imax screens we're all so fond of, and we feel cheated. These are not the Imax screens we have all come to know and love. They're hardly bigger than a normal theater screen. My girlfriend and I pre-ordered tickets recently to see Star Trek on an Imax screen at AMC Theaters, and upon walking in we thought we might be in the wrong theater. After verifying that we were indeed in the correct place, we felt rather cheated. AMC fleeced us out of an extra $10, on top of the already ridiculously expensive tickets.
How can the extra $5 per ticket charge possibly be justified? As I pointed out earlier, these "Imax Experience" theaters deliver high-quality sound and video reproduction tuned to perfection by the expert engineers at Imax. That would be fantastic if the difference were discernible to Joe Everyman, or if Joe even cared. Frankly, I noticed no major differences in quality in the Imax theater as opposed to a normal theater screen. Only experts will be able to tell the difference. Besides, when I pay extra to see a movie on Imax, I am not primarily seeking a bump in quality. What am I seeking? A huge, mind-blowingly intimidating screen that forces me to physically turn and pivot my head to see the corners. I want the screen to scare me. That is, and always has been Imax's selling point. Without the God-screen, they are nothing.
Imax, your arguments are doing nothing but increasing the Internet's anger. Stop now. Admit that your new theaters have no real mass appeal, lower the ticket prices significantly, and stop marketing these faux-Imax screens as "Imax." I can say with certainty that I will never make the mistake of buying an Imax ticket again, and I expect that ticket sales will decline steeply once people realize what it is they're paying for. An average screen with marginally better projectors does not a true "Imax Experience" make.
