How Can IMAX Support Cinemas to Stay Resilient Amid the Streaming Boom?

As streaming services reshape home entertainment, cinemas face growing pressure to adapt and redefine their role. IMAX is at the forefront of this evolution, transforming traditional theaters into multimedia event hubs that offer immersive experiences, event-driven screenings, and interactive content—creating experiences that streaming platforms cannot replicate.

Why Do People Still Go to the Cinema in the Age of Streaming?

Cinemas are evolving into cultural hubs offering shared experiences that streaming can’t match. Events like Barbenheimer and Wicked screenings, where fans dressed in themed outfits, turned movie nights into interactive events, with Barbenheimer generating 50,000 mentions and 11 million TikTok views, showcasing the power of communal experiences.

Cinemas are quickly becoming live event venues. Take Taylor Swift’s Eras Tour concert film—initially rejected by distributors, Swift decided to independently produce it and partnered with AMC Theatres. The result? $261 million in global box office revenue, making it the highest-grossing concert film of all time. 

Swift’s success has revolutionized the cinema business, proving concert films can be major box-office draws. Her record-breaking achievement opens the door for more live-event experiences, demonstrating that cinemas can offer much more than just traditional films.

Similarly, Billie Eilish’s Listening Party, livestreamed by AMC, turned cinemas into cultural spaces for fans to enjoy a live music event. This partnership boosted engagement and highlighted how theaters can increase revenue and attract new audiences through live events.

Cinema as Experiential Destination‍

To thrive in the future, cinemas must evolve into immersive experiences, much like the Taylor Swift Eras Tour concert film did for her fans. Just as theme parks like Disneyland and Universal Studios create shared experiences for fans and families, cinemas can transform movie-going into communal events where audiences connect through interactive, immersive experiences that streaming can't match.

In Taylor Swift’s concert film, fans sang, danced, and bonded in theaters, creating a live-concert atmosphere that made them feel part of the film's world. This communal experience proved that cinema can become a space for connection and engagement, extending beyond just viewing.

With the theme park industry set to grow from $79.68 billion in 2023 to $132.5 billion by 2032, cinemas can tap into this momentum by offering interactive events and fan-driven experiences. This shift would turn theaters into experiential destinations, opening up endless possibilities for audience engagement in cinematic worlds.

‍Immersive Experiences Redefining Cinema

The demand for immersive experiences is reshaping how cinemas engage audiences. Fans of Taylor Swift’s Eras Tour concert film flooded Reddit forums with comments wishing for an IMAX release, expressing frustration when it wasn’t available in certain locations. Some even hoped for a Blu-ray release featuring the IMAX format. 

Cinemas are responding with 4DX theaters, offering motion seats, scents, and weather effects. K-pop fans experienced this with SEVENTEEN’s newest concert film, which premiered in 4DX, creating a concert-like atmosphere. 

To meet these expectations, cinemas are now adopting Virtual Reality (VR), Augmented Reality (AR), and Extended Reality (XR), turning movie-going into interactive storytelling where audiences shape narratives rather than passively watch. Film festivals like Cannes and Venice now include Immersive Competitions, spotlighting projects where viewers become participants in the story. By blending technology and art, immersive cinema is evolving into a space where audiences engage actively, reshaping the future of film.

What About IMAX?

IMAX is evolving into a multimedia event platform, expanding beyond films to live concerts, sports broadcasts, and global events. Projects like The Beatles’ Rooftop Concert and Queen Rock Montreal merged live music with cinematic quality, offering experiences streaming can’t replicate. 

IMAX has embraced live-streaming, hosting events like the Olympics Opening Ceremony, NBA Finals, and League of Legends Championships, transforming theaters into stadium-like venues. To support this, IMAX is advancing its camera technology and streaming infrastructure. Its StreamSmart™️ system, developed with AWS Media Services, enables AI-driven live streaming with cinematic quality, minimizing bandwidth while maximizing coverage.

How’s the Future Looking for IMAX?

IMAX’s Global Box Office reached $261 million in Q1 2024, driven by major releases like Dune: Part Two and Godzilla x Kong: New Empire (Source: IMAX Corporation Reports First Quarter 2024 Earnings Results). Looking ahead, IMAX expects to surpass $1.2 billion in global box office revenue by 2025, supported by a strong film slate and continued operational growth.

IMAX is also rapidly expanding its global network. By Q3 2024, it added 49 new theaters, marking a 63% year-over-year growth, reaching 1,714 locations worldwide. With 50 new installations in Saudi Arabia and a major exhibition deal with China’s Wanda Film, IMAX is strengthening its presence across China, India, Southeast Asia, and Australia. IMAX aims to double its network within six years, focusing on high-growth markets and emerging regions.

With this strategic growth and innovation, IMAX is not only solidifying its position in global cinema but also paving the way for the future of immersive, live-event experiences in theaters, ensuring its leadership in entertainment for years to come.