IMAX Enhanced

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FAQ

Why are IMAX and DTS launching this new program?

While the IMAX theatrical experience continues to be the gold standard in blockbuster movie-going, the companies saw an opportunity to improve and create greater consistency in the home entertainment space. There are two challenges that we’re looking to address. First, we’ve all walked onto a showroom floor and been overwhelmed by the sheer volume of products. Other than price, how do consumers objectively know which is best? Second, as content moves downstream from theatrical to home, how do you ensure an optimized viewing experience that remains faithful to the filmmakers’ creative intent?

The goal of IMAX Enhanced is to take the mystery and frustration out of the buying process to make it easier for consumers to identify the highest-end content and consumer electronics products that will bring the most premium entertainment experience to your home.

What is the IMAX Enhanced program?

IMAX Enhanced is a new licensing and certification home entertainment program. To qualify and carry the IMAX Enhanced logo, the highest-end TVs, projectors, sound bars, and AV receivers must meet stringent performance standards established by IMAX, DTS and Hollywood’s leading colorists in order to create a consistent and higher bar for image and sound performance on premium devices. IMAX digitally re-mastered content for the home environment is created to provide the sharpest 4K HDR images and powerful sound as the filmmaker intended. We are designing an IMAX Mode for the enhanced devices that will be meticulously optimized to play digitally re-mastered content to deliver the best viewing and listening experience on that device.

What are the benefits of IMAX Enhanced products?

With IMAX Enhanced, consumers can now take comfort in knowing the products available under the program will deliver distinct and breathtaking images featuring more vibrant colors, greater contrast and sharper clarity, complete with powerful, premium immersive sound.

What makes content IMAX Enhanced?

IMAX will supply select IMAX documentaries and work with its global studio and other content partners to build a steady stream of IMAX Enhanced versions of movies and other programming using the newest, proprietary post-production process developed by IMAX. It utilizes a sophisticated, advanced algorithm designed to produce the highest-quality, sharpest 4K HDR images.

This advanced process accurately reduces noise and grain under the filmmaker’s guidance to best optimize the content for a much higher quality, higher brightness 4K HDR display. Without this technology, high-dynamic range content can actually look worse than what was originally seen and intended by the filmmaker due to excessive noise and grain in the film.

Select IMAX Enhanced titles that were shot with IMAX® cameras or specially formatted for IMAX® theatres will also include an expanded aspect ratio for the film’s home release to show consumers more of the picture on their TV.

What partners are on board? How many more do you expect?

Illustrating the breadth of the initiative, IMAX and DTS announced that a number of global consumer electronics and entertainment market leaders have joined the IMAX Enhanced program as launch partners, including Sony Electronics, Sony Pictures, Paramount Pictures, and Sound United (Denon and Marantz). The program will look to continue to partner with leading consumer electronics and entertainment companies to enhance select high-end 4K displays, projectors, A/V receivers, sound bars, and other home theatre equipment and content.

How do the products work together? Can I just buy a TV or a sound bar and not the entire suite of IMAX Enhanced products?

IMAX Enhanced products are designed to work independently of each other and, even alone, will perform their function at the highest level. When combined, they work in concert, creating the most immersive and highest-quality experience available in the home.

Can I still watch IMAX Enhanced content via streaming or UHD Blu-ray Disc on a non-IMAX TV?

If you watch an IMAX Enhanced movie on a non-IMAX TV, you will still get the best possible version of the content, but it will not be optimized to deliver the same high level of experience as watching or listening to it on an IMAX Enhanced device.

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