Imax Alters One-film-in-all-theaters Policy In China
By Lew Irwin on 06 March 2013
Following a public furor over the decision to screen The Life of Pi on IMAX screens in China for just one week, IMAX has decided to end its policy of screening only one film at a time on all its screens in the country, the Beijing News reported on Tuesday. The newspaper observed that while only 10 IMAX screens existed in China in 2010, the overwhelming success of James Cameron's Avatar that year produced a clamor for additional screens, which now number 112 -- 100 of them in the commercial marketplace and the other 12 in educational and institutional settings -- ranking China behind only the United States in the number of IMAX screens installed in multiplexes. Some 127 additional IMAX screens are reportedly under construction.
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