Europe's first digital Imax opens doors
It is the envy of cinemas across Europe and Greenwich cinema-goers will not have to go far to soak it up.
Multiplex giant Odeon has pumped £1.5million into the creation of Europe’s first digital Imax venues in Greenwich and Wimbledon, as part of its “bold new vision� for cinema.
The Bugsby Way screen opened with Madagascar: Escape 2 Africa last Friday, and blockbusters such as Star Trek, Transformers 2 and the latest Harry Potter are already lined up.
The Greenwich Imax will undercut the BFI Imax in Waterloo, with prices at £11.50 compared to the BFI’s £13.
Odeon CEO Rupert Gavin said: “The BFI is located in central London, so we were looking for something further out.
“We wanted to place our screens in a competitive market, and Greenwich has become very competitive with options such as The O2 and the Picture House.
“We’re interested in seeing how the introduction of Imax alters consumer patterns.
“We’re not considering converting all 110 of our UK cinemas, but we can easily see another 10 if it works here.�
The screen, which measures 15.5m by 7.76m, is complemented by a sound system which is custom-fitted to the auditorium itself.
It should show a new film every four weeks, and may also be used for concert, sport and music screenings.
Odeon Greenwich general manager Sean Mahabir was excited by the potential of the new screen, which was created in an existing auditorium at the cinema in five weeks.
He said: “We will use it for mainstream films, but we also want to build up an educational programme.
“We think people will pay the difference. We’ve deliberately undercut the BFI as that’s a central London experience and we’re a local cinema, but there’s really only one Odeon around London that’s busier than us, and that’s in Bluewater.�
Backers are buoyed by figures for the Polar Express, which took 25 per cent of its box office on Imax in 2004, despite Imax making up only one per cent of its screens.
Imax executive vice president of theatre development Larry O’Reilly said: “When you take a tent-pole blockbuster like Harry Potter and add the magic of Imax 3D, the results are incredible.�
With that in mind, all eyes are on highly-anticipated comic book film Watchmen, which is due in March.
The cinema’s marketing supervisor Martin McHugh said: “Watchmen is going to be humungous, so that’s going to be the real test.�
The arrival of Imax will also heat up the competition with Odeon’s neighbour Vue, which opened at The O2 last year.
Vue has hosted premieres such as The Simpsons Movie, but Mr McHugh argues that the Odeon has still thrived, with a roster of up to 24 films on show each weekend.
He said: “The market changed when Vue opened at The O2.
“But if anything this has increased the market for us by bringing in a lot more people to see The O2.
“By expanding the amount of people coming to the area, it’s allowed us to hold our own, and we’re still the market leader.�
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The Imax cinema at Greenwich is a complete rip off- over priced seats for film of no better quailty- Family ticket for 5 cost £46- to view Night at the Museum 2 on 26/5/09- we were given 3D glasses on arrival & the film wasn't in 3D it was very misleading. When I questioned this I was told there was nothing anyone could do & I should have left the cinema before the film began. I will never go to the Imax again