To continue this store strategy, Apple Cinemas has signed a new Five-Theater IMAX contract to increase its premium offerings.

Laser Projection Upgrades Include Cutting Edge Laser Projection at New Locations

Apple Cinemas has made another giant step in quality cinematic experience after committing to a new five theaters venture with IMAX Corporation. Besides introducing new IMAX auditoriums to selected Apple Cineama outlets, the deal also presents the replacement of most of its existing theatres with new state of the art laser projection systems.

The growth is a milestone in the growth of the Apple Cinemas, which is an expanding regional theater group that has been gradually expanding its presence in the U.S. Collaborating with IMAX, well-known internationally by its large-format immersive experience, Apple Cinemas will bring a whole new level of movie viewing that guarantees unprecedented image and sound quality to people aiming to find the best possible cinema experience.

In the fresh deal, the two new theaters will be new IMAX theaters whilst three of the existing IMAX theaters will be converted to new IMAX theaters with cutting edge projection systems. The upgrades are anticipated to improve visual clarity, brightness and contrast significantly with improved sharper and brighter visual images being offered in blockbuster releases.

An Apple Cinemas spokesperson said: "Our objective is to provide our guests with the finest cinema experience ever at Apple Cinemas." Our mission to provide innovation and high-quality entertainment to our communities fits right in terms of partnering with IMAX and investing in laser technology.

IMAX laser projection system will be first in movie exhibition and incorporates two 4K projectors and exclusive technology to offer an experience that is brighter and more dynamic. These new arrangements combined with the updated audio systems and improved theater design are sure to entice people fond of the movies as well as those who do not visit the theater regularly.

For IMAX this co-operation is another strategic move in increasing the high levels presence in domestic markets. An IMAX executive said: We are also excited to strengthen our ties with Apple Cinemas, a visionary exhibitor which shares our philosophy of offering the best theatrical experiences possible to the cinema-goers.

It is projected that the 5 theater rollout will take place within a 12-18 month period and possibly openings too will at the commencement of big titles in cinema houses. The investments come as the competition in the theatrical exhibition space heats up as the world returns to goods and services through the cinema experience.

To movie lovers, there is a very clear message, premium cinema is here to stay - and it only grows better.