SM Cinema opens iMax theater in Cebu

CEBU, Philippines - SM Cinema has finally opened its 462-seat iMax Theater in Cebu, an indication that the Cebu market is ready for world-class movie experience, despite the relatively higher ticket cost as compared to the regular movie rate.

The Cebu iMax Theater is the third facility opened by West Avenue Theaters Corporation, of SM Cinema in the Philippines. First is in the Mall of Asia, which was opened three years ago, and one was also opened in SM North Edsa in Metro Manila last year.

The Canadian-technology iMax’s entry to Cebu will kick off the company’s move to introduce the iMax technology in major cities in the Philippines, said SM Cinema assistant vice president for sales and marketing Allan M. Florendo.

He said the company will be opening iMax Theater in Davao next year, while other iMax Theater investments will be made in other SM Shopping Mall’s Cinema facilities in Metro Manila.

In Cebu, the iMax Theater will have the famous 3D movie Avatar, as its opening movie. It will be followed by equally famous digital 3D and 4D films such as Inception, Legends of Guardian, Harry Potter, and documentary and educational film Under the Sea.

With its screen size which is equivalent to a six-story building, Florendo said the opening of iMax here in the Southern part of the Philippines, will give the market a world-class movie experience.

Ticket price is sold between P350 to P400 per person, depending on the film, Florendo said.

Imax Corporation (IMAX) is one of the world's leading entertainment technology companies, with particular emphasis on film and digital imaging technologies including 3D, post-production and digital projection.

IMAX is founded in 1967 and headquartered jointly in New York City and Toronto, Canada, it is a fully-integrated, out-of-home entertainment enterprise with activities ranging from the design, leasing, marketing, maintenance, and operation of IMAX theatre systems to film development, production, post-production and distribution of large-format films.

Mall of Asia, has brought for the first time in the Philippines, the IMAX technology to Filipinos some about three years ago.

SM Prime Holdings, Inc. (SMPH) the company that operates SM malls across the country has built an IMAX theater facility inside the 4,000 square-meter Mall of Asia, in Metro Manila, providing a new movie entertainment experience for Filipinos.

Although, the investment of this high-end theater technology is 10 times expensive than setting up a one traditional movie theater, the first iMax facility in the Philippines’is being supported by San Miguel Corporation, and Coca Cola Bottlers Philippines, in order to charge affordable tickets for the Filipino market.

SMPH has inked a partnership deal with IMAX Corporation in this offering.

The IMAX Theatre Network currently consists of more than 250 IMAX affiliated theatres in 36 countries. Approximately 60 percent of the theatres are located in North America, while the remaining 40 percent are spread internationally.

Roughly 50 percent of the theatres are located in institutional venues, such as museums, planetariums, and maritime centers, while the other half is part of commercial theatre complexes. More than 100 of these theatres are equipped with IMAX 3D technology.

The Philippines’ IMAX at Mall of Asia has the largest screen compared to other similar facilities around the world. Mall of Asia’s IMAX screens is a 22 x 30 meters—approximately the height of an eight-storey building and accommodates 600 people seating capacity.