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International Entertainment News

Thursday, March 31, 2005

Pathe Arena IMAX(R) Theatre in Amsterdam opens strong

Pathe Arena IMAX(R) Theatre in Amsterdam opens strong

First Multiplex-Based IMAX Theatre in The Netherlands Outperforms All Other Screens in the Country for Robots

TORONTO, March 31 /PRNewswire-FirstCall/ -- IMAX Corporation (NASDAQ: IMAX; TSX: IMX) today announced that the newly opened IMAX(R) theatre in Amsterdam, operated by Pathe Netherlands, the leading commercial exhibitor in The Netherlands, posted impressive box office performance in its first week of operation. The theatre has the top-performing screen in the country for Twentieth Century Fox's Robots, surpassing the second highest grossing screen by approximately 43 per cent. Robots: The IMAX Experience has been converted into IMAX's format with proprietary IMAX DMR(R) (Digital Re-mastering) technology, and during Pathe Netherlands' opening week, its single IMAX theatre grossed approximately 8.6 per cent of the total box office receipts for the film in The Netherlands.

"We are very encouraged by the early performance of our new IMAX theatre and impressed by the great consumer response to The IMAX Experience(R)," said Lauge Nielsen, Managing Director of Pathe Netherlands. "The new IMAX theatre has considerably increased attendance at our Amsterdam multiplex this past week, with moviegoers happy and willing to pay an extra four dollars to experience Robots in IMAX's format. We look forward to the weeks ahead and offering audiences future digitally re-mastered IMAX releases."

The Pathe ArenA IMAX theatre features IMAX(R) MPX(TM) technology, which was specifically designed to make it easier and more cost effective for commercial exhibitors to enter the IMAX business. The retrofitted IMAX theatre opened to the public on March 24th, a mere seven weeks after the agreement was signed. Preliminary exit poll research shows that audiences are very satisfied with the high quality of The IMAX Experience and perceive it as an added value. Additionally, more than 73 per cent of those surveyed indicated they came to the Pathe ArenA multiplex especially to visit the IMAX theatre.

"We are very pleased with the successful debut of the first IMAX theatre in Amsterdam and excited to be working with Pathe Netherlands, the leading commercial exhibitor in the country," said IMAX Co-CEOs and Co-Chairmen Richard L. Gelfond and Bradley J. Wechsler. "Moviegoers around the world are turning out in large numbers to experience blockbuster movies in IMAX's format, which is driving incremental revenues for both Hollywood studios and IMAX theatre operators. The Pathe ArenA IMAX theatre is one of our most important locations in Europe, and we believe its strong opening bodes well for further development of the commercial IMAX theatre network on the continent."

Robots: The IMAX Experience has posted solid box office returns and been well received by moviegoers since being released in the United States on March 11th. The film has now grossed more than $4.3 million in 58 North American IMAX theatres, for a cumulative per screen average of nearly $75,000. In total, Robots has now grossed more than $90 million domestically.

About Pathe Netherlands

Pathe Netherlands is part of EuroPalaces, Europe's leading cinema exhibition company. In the Netherlands, Pathe operates 12 cinemas with 100 screens. Over the years, Pathe has established itself as a very strong brand with consumer awareness levels of over 90%. Consistent quality in product, projection and service has made Pathe the market leader.

About IMAX Corporation

Founded in 1967, IMAX Corporation is one of the world's leading entertainment technology companies and the newest distribution window for Hollywood films. IMAX delivers the world's best cinematic presentations using proprietary IMAX, IMAX(R) 3D, and IMAX DMR technology. IMAX DMR (Digital Re- mastering) makes it possible for virtually any 35mm film to be transformed into the unparalleled image and sound quality of The IMAX Experience. The IMAX brand is recognized throughout the world for extraordinary and immersive entertainment experiences. As of December 31, 2004, there were 248 IMAX theatres operating in more than 35 countries.

IMAX(R), IMAX(R) 3D, IMAX DMR(R), IMAX(R) MPX(TM) and The IMAX Experience(R) are trademarks of IMAX Corporation. More information on the Company can be found at

This press release contains forward looking statements that are based on management's assumptions and existing information and involve certain risks and uncertainties which could cause actual results to differ materially from future results expressed or implied by such forward looking statements. Important factors that could affect these statements include the timing of theatre system deliveries, the mix of theatre systems shipped, the timing of the recognition of revenues and expenses on film production and distribution agreements, the performance of films, the viability of new businesses and products, and fluctuations in foreign currency and in the large format and general commercial exhibition market. These factors and other risks and uncertainties are discussed in the Company's Annual Report on Form 10-K/A for the year ended December 31, 2003 and in the subsequent reports filed by the Company with the Securities and Exchange Commission.

Source: IMAX Corporation

CONTACT: Media: IMAX Corporation, New York, Romi Schutzer,
(212) 821-0144,; Pathe: Publicity Company,
Amsterdam, Trix van Alphen, 020-6127000,; Entertainment
Media: Newman & Company, Los Angeles, Al Newman, (310) 278-1560,; Analysts: IMAX Corporation, New York, Cheryl Cramer,
(212) 821-0121,; Business Media: Sloane & Company, New
York, Whit Clay, (212) 446-1864,

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