A furore is brewing between operators of traditional IMAX giant screen cinemas and the IMAX Corporation itself, which is planning to fit more than 170 existing multiplexes with screens half the size of current IMAX screens (4,800 square feet).
Large format exhibition business magazine, The Lf Examiner, reported that the GiantScreen Cinema Association told the IMAX Corporation that it should give the smaller venues a different brand name as IMAX ticket buyers will feel cheated by the new smaller screens.
