Imax is riding high in China with box office numbers up 106% year-over-year through May, significantly outpacing the overall Chinese exhibition industry’s 27% growth.
The premium format now commands a record 5.3% share of the Chinese box office, signaling unprecedented audience appetite for the Imax experience.
In an exclusive interview at the Shanghai International Film Festival, Imax CEO Rich Gelfond revealed three major Chinese productions filmed with Imax cameras set to dominate the summer slate. “Made in Yiwu” (July 5) marks director Rao Xiaozhi’s second Imax collaboration following “Home Coming.” The film represents the growing trend of Chinese filmmakers embracing Imax’s proprietary camera technology.
“Dongji Rescue” (Aug. 8) sees director Guan Hu return to Imax after his war epic “The Eight Hundred,” which generated RMB3.1 billion ($431.7 million) at the Chinese box office. Gelfond says the film’s visual scale and scope are ideal for the Imax experience.
“A Writer’s Odyssey 2” (August) brings back director Lu Yang for the sequel to the original’s RMB1 billion ($139.2 million) success. “We did very well with the first one,” Gelfond says, expressing confidence in the established franchise’s Imax appeal.
Contrary to speculation about trade tensions affecting film distribution during the tariff wars initiated by U.S. President Donald Trump, Gelfond confirmed that every expected Hollywood title has secured Chinese release. “This year, every movie we would have expected to get in has gotten in,” he says. “It’s very much business as usual, particularly in this environment, where we seem to be getting closer and closer with China in terms of a more stable situation. I really don’t think the Chinese movie market is going to be affected by the tariffs.”
Upcoming Hollywood Imax releases include the highly anticipated “F1” movie, which generated significant buzz during a sold-out preview event with Shanghai Media Group. “We did it in six theaters and gave away tickets to see it, but it was sold out very quickly,” Gelfond reports.
The summer and fall slate also features “Superman,” “Jurassic World: Rebirth,” and Marvel’s “The Fantastic Four: First Steps,” with “Avatar: Fire and Ash” positioned as a major Christmas release. Gelfond highlights the new “Avatar” film’s “wonderful color palette” and original visual approach.
The success stems partly from Imax’s strategic focus on “Filmed for Imax” productions. “Our experiences when you film with Imax cameras, you tend to index better or do a better percentage of the box office,” Gelfond explains. This year will feature between five and seven Chinese films shot with Imax cameras, alongside 11 Hollywood titles using the technology.
Daniel Manwaring, Imax China CEO, has been instrumental in building relationships within the Chinese filmmaking community. His deep industry connections and fluent Mandarin have helped drive adoption of Imax technology among local producers.
Looking beyond Asia, Imax is working to expand international distribution for successful Chinese films. The company has facilitated global releases for Japanese productions like “Demon Slayer” and helped secure international Imax theatrical releases for blockbusters like “Ne Zha 2.”
“We actually think that’s a decent opportunity for us going forward,” Gelfond says of the strategy to bring successful local language films to worldwide Imax audiences.
With “Mission: Impossible – The Final Reckoning” capturing 18.5% of its total Chinese box office through Imax screens and keen anticipation for global hit “Sinners,” which is also playing at the Shanghai International Film Festival, Gelfond remains optimistic about the market’s trajectory.
“I think we’re about to enter a pretty strong part of the season for us,” he concludes, citing both the robust Hollywood pipeline and the unprecedented number of Chinese productions embracing Imax’s immersive format.
The combination of local language spectacles and Hollywood tentpoles positions Imax for continued growth in what Gelfond describes as an increasingly “robust” Chinese market. The company’s growth strategy includes a major expansion with exhibition partner Wanda Film Holding Co., China’s largest movie exhibitor, which plans to upgrade 27 premium format screens to Imax’s larger high-tech installations.
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