Agreement Highlights IMAX’s More Flexible Approach to Structuring Deals Appropriate to Specific Markets
IMAX Corporation, IMAX China Holding, and Guangzhou JinYi Media Corporation, one of the largest exhibitors in China, announced an agreement for 30 new theatres to be located in a combination of new and existing complexes across the country.
The agreement underscores the company‘s more flexible approach to deal structures in China, designed to help optimise financial performance on a market-by-market basis. The 30-theatre agreement will encompass a variety of different deal structures across Tier One to Tier Four cities based in part on the specific market and anticipated box office performance of the theatre.
The theatres are expected to open beginning this year through 2023 with approximately half to be installed by 2019. The agreement brings to 885, the company’s total number of contracted theatres in Greater China with 543 open and 342 contracted to open.
“We are pleased to announce a second major IMAX commitment from JinYi in just two years—a testament to their continued confidence in the company to anchor their newest flagship locations and offer a premium differentiated experience that drives incremental revenue.
“This agreement reflects a more flexible deal structure approach in China that the company will examine on a market-by-market basis, particularly as it relates to expanding our presence in smaller cities. We believe this new approach will help us maximise the box office potential for each new theatre added to our network,” said Richard L. Gelfond, CEO, IMAX.
The parties first signed an agreement in 2009 for four IMAX theatres. In 2016, Jinyi became the second full joint venture partner with the company in China with the signing of a 40-theatre IMAX revenue share agreement.
This latest agreement brings JinYi’s total commitment to 90 theatres with 32 theatres open and 58 contracted to open and positions it as the third-largest partner in China.
“As a leading film exhibitor in China, JinYi is dedicated to offering best-in-class technology to constantly improve the movie-going experience for its customers. Over the past two years, we have been strengthening our partnership with the company, whose leading brand coupled with its powerfully immersive format is beloved by movie-goers in China.
“Through this agreement, we look forward to bringing cutting-edge cinematic experiences to more audiences across China and believe that IMAX will continue to be a key differentiator that will not only strengthen our brand, but also drive business results,” said Mr. Xiaodong Li, CEO of Guangzhou JinYi Media Corporation.
IMAX recently announced an agreement with PVR to open new theatres in India.