Cineworld sees problem

LONDON -- Imax Corp. has signed its first deal with Cineworld, the U.K.'s leading exhibitor by business, to setup digital Imax screens in three theaters. Imax already features a strong U.K. presence with 12 digital screens inside the Odeon chain, plus four traditional Imax theaters. The Three Cineworld screens will probably be installed within revenue-talking about offer existing multiplexes in Edinburgh, Sheffield and Nottingham. The Edinburgh location will open in December, with Nottingham and Sheffield scheduled to start noisy . 2012. This deal can be a significant coup for Imax, that's been investing a lot time for you to convince U.K. participants apart from Odeon in regards to the merits of retrofitting standard multiplexes having its large-format digital screens. Cineworld remains experimentation this year having its own large-format system, paradise Superscreen, in London's O2 arena. Despite some skepticism in regards to the Imax technology and revenue-talking about deal, Cineworld cake cake toppers are actually amazed with this area office grosses at Odeon's dozen Imax sites. "If Imax works best for some people, we have to contemplate it,Inch mentioned one Cineworld professional taken. "Everyone knows precisely how well it's doing for Odeon. We love being trendsetters, however when others have hopped to the cold water and delay on the account, we will be ready to follow." Cineworld has around 26% in the U.K. box office, then Odeon with 23% and Vue with 22%. Vue has opposed Imax, rather developing a unique effective large-screen format, VueXtreme. Contact the number newsroom at news@variety.com