Key Points
- It seems likely that Imax is adding screens in China, betting on blockbuster movies to drive attendance.
- Research suggests the expansion includes upgrading 27 screens with Wanda Film Holding Co., focusing on local and U.S. blockbusters.
- The evidence leans toward strong market demand, with record attendance driven by films like Ne Zha 2.
Background
Imax, known for its large-format movie screens, is expanding in China, the world’s second-largest film market, by partnering with Wanda Film Holding Co. to upgrade screens, aiming to capitalize on blockbuster films.
Expansion Details
Imax plans to replace 27 premium format screens with larger, high-tech jumbo screens, adding to its current 800 screens in China. This move follows a record 22 million moviegoers from January to May 2025, up 106% from last year, largely due to Ne Zha 2.
Betting on Blockbusters
Imax is betting on both local Chinese blockbusters, like upcoming releases Creation of the Gods II: Demon Force and Detective Chinatown 1900, and Hollywood films, expecting high attendance on upgraded screens.
Background and Company Overview
Imax is a global leader in providing large-format, immersive movie experiences, known for its high-tech jumbo screens that enhance the viewing of blockbuster films. Imax China Holding Inc., a subsidiary, focuses on the Chinese market, which is the world’s second-largest film market by box office revenue. The company’s expansion strategy is part of its broader effort to capitalize on China’s growing cinema audience and the popularity of big-budget films.
Expansion Details and Partnership
On June 16, 2025, Imax China Holdings announced plans to replace 27 premium format screens with larger, high-tech jumbo screens in partnership with Wanda Film Holding Co.
This upgrade aims to enhance the viewing experience, particularly for blockbuster films, and is part of Imax’s ongoing investment in China’s cinema infrastructure. Currently, Imax operates about 800 screens across the country, making it a significant player in the market.
The partnership with Wanda, China’s leading cinema exhibitor, underscores the strategic importance of this expansion. The replacement of screens is expected to improve the immersive experience for audiences, aligning with the preferences of Chinese moviegoers for high-quality, large-format screenings.
Market Performance and Recent Success
The decision to expand is supported by strong recent performance. From January to May 2025, Imax China drew a record 22 million moviegoers, marking a 106% increase from the same period in the previous year. This surge was largely driven by the success of the fantasy film Ne Zha 2, which significantly boosted attendance .
Overall movie attendance in China rose by about 27% during this period, indicating a robust recovery and sustained interest in cinema, particularly for blockbuster films.
Ne Zha 2’s success highlights the strong demand for local Chinese blockbusters, which are a key component of Imax’s strategy. The film’s performance, combined with the overall market growth, provides a solid foundation for Imax’s expansion plans.
Betting on Blockbusters: Strategy and Upcoming Films
Imax’s expansion is explicitly framed as a bet on blockbuster movies, both local and international. The company is positioning itself to capture the audience for high-profile films by offering an enhanced viewing experience on its upgraded screens. While the Bloomberg article does not list specific upcoming films, additional research into China’s 2025 film lineup reveals several anticipated blockbusters that are likely to benefit from Imax’s expanded presence.
Upcoming local Chinese blockbusters include:
- Creation of the Gods II: Demon Force
- Detective Chinatown 1900
- Operation Hadal
- Boonie Bears: Future Reborn
- The Legend of the Condor Heroes
These films were unveiled at the 2025 Chinese New Year film launch event and are expected to draw large audiences, with pre-sales already surpassing 100 million yuan (about $13.8 million) .
In addition to local films, Imax is also betting on Hollywood blockbusters, given China’s historical appetite for major U.S. releases. While specific films are not mentioned in the recent Imax announcement, past successes and ongoing trends suggest that franchises like the Marvel Cinematic Universe and other major releases, such as Captain America: Brave New World and A Minecraft Movie, could play a role .
However, given recent trade tensions, the focus may increasingly shift toward local productions.
Why China? Market Context and Growth Potential
China’s importance to Imax cannot be overstated. The country’s film market has shown resilience, with early 2025 indicators suggesting a potential rebound after a challenging 2024, driven by strong box office pre-sales for the Lunar New Year holiday surpassing 525 million RMB (about $73.2 million USD) .
The market’s growth, particularly in Tier 1 and Tier 2 cities, aligns with Imax’s strategy to enhance its screen offerings.
The success of Ne Zha 2 and other recent blockbusters, such as Detective Chinatown 1900 and Boonie Bears: Future Reborn, during the Lunar New Year period, further underscores the demand for immersive cinema experiences. Imax’s focus on upgrading screens to larger formats caters to Chinese audiences’ preference for high-quality, large-format screenings, especially for blockbuster films.
Broader Implications and Industry Trends
Imax’s expansion reflects broader trends in the global film industry, where China is increasingly a critical market for box office revenue. The company’s ability to draw record audiences, even amidst global economic uncertainties, highlights its competitive edge. However, challenges such as potential trade tensions with the U.S. and shifts in film import policies could impact the balance between local and Hollywood films on Imax screens.
The partnership with Wanda also positions Imax to leverage China’s extensive cinema network, with Wanda being a key player in exhibition. This collaboration is expected to enhance Imax’s market penetration, particularly in urban centers where blockbuster films tend to perform strongly.
Summary Table: Key Expansion and Market Indicators
| Category | Details |
|---|---|
| Company | Imax China Holding Inc., in partnership with Wanda Film Holding Co. |
| Action | Replace 27 premium format screens with larger high-tech jumbo screens |
| Current Screens in China | About 800 |
| Moviegoers Jan-May 2025 | 22 million, up 106% from previous year |
| Overall Attendance Increase | About 27% from January to May 2025 |
| Notable Past Film | Ne Zha 2, driving significant attendance |
| Upcoming Blockbusters | Creation of the Gods II, Detective Chinatown 1900, others |
This table encapsulates the core elements of Imax’s expansion and market performance, providing a quick reference for understanding the strategy.
Conclusion
Imax’s decision to add and upgrade screens in China, announced on June 16, 2025, reflects its strategic bet on the continued success of blockbuster movies in the region. By partnering with Wanda and enhancing its screen technology, Imax is positioning itself to capture a larger share of China’s growing film market, where both local and international blockbusters continue to attract massive audiences. The record attendance driven by Ne Zha 2 and the strong lineup of upcoming films like Creation of the Gods II and Detective Chinatown 1900 underscore the potential for this expansion to pay off, aligning with China’s robust cinema recovery and demand for immersive viewing experiences.
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