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Saturday, January 28, 2012

My IMAX "EXPERIENCE".............REALLY

THE SETTING
It's Saturday night (1/21).  Three visiting relatives and I decide to attend a 7pm IMAX showing of Underworld Awakening - 3D.  The IMAX is located at the Regal Cinema Transit 18, Williamsville, NY.

Admission for four adults - $64, our concession 
brings the total to $112.
THE PRESENTATION
Showtime - we're excited. The trailers began and end. Then, a blank screen (no picture/no sound).  After 10 minutes moviegoers are on their cells calling the Theatre to inform them that they are sitting in the IMAX auditorium with nothing happening.  5 minutes later the movie starts.
In the upper left section of the screen are huge swirl marks and the image is slightly blurry.  The 3D glasses are chintzy throw-aways (bright yellow of flimsy plastic with stiff non-folding arms and very thin lenses). There are collection bins at the exits so Regal (I assume) is re-using the glasses to save money.

My companions notice the swirl marks and ask what I think.  I believe it is a lens problem, and not screen or movie related.  The image is dark and unless you keep your head looking straight ahead the image blurs.  This is really a very poor 3D presentation.
THE "IMAX EXPERIENCE" ...... REALLY
Great movie - I really like the Underworld franchise - but the presentation was horrendous, especially in view of the $100+ cost.  My three compatriots echoed my sentiments and all agreed that the overall presentation was awful and certainly did not merit its cost.  We were all expecting a premium presentation and were extremely disappointed and, as you can guess, not too keen on another visit to the IMAX anytime soon.
Big and Bad
To make matters worse, this particular IMAX is showing its age (my guess - 12-15 years old). The seats are small as compared to new theatres with back-to-back seat spacing short making for cramped leg room.  The seats do not recline and have fixed cup holder (not retractable) armrests.
My IMAX "experience" is the reason cinema attendance continues to drop. Movie exhibition, at many cinemas, is not customer-centric or friendly but hostile, uncaring, and money driven - and moviegoers are acutely aware of this.
Consumers like going to the cinema, but more and more it is becoming a non-value based activity as compared against other ways of viewing and enjoying a film.  Regal and IMAX  need to take note and quickly.

Cheers!
Jim Lavorato

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