Imax & BookMyShow Forge Digital Entertainment Alliance

EE News Desk Mar 12, 2024

IMAX Corporation and BookMyShow, have unveiled a partnership aimed at transforming how audiences explore and engage with premium entertainment offerings online. Within this collaboration, IMAX and BookMyShow will join forces to introduce features on the entertainment platform, enhancing the user experience and simplifying the discovery process for movie enthusiasts in search of The IMAX Experience.

IMAX's presence on BookMyShow will receive heightened visibility, accompanied by strategic marketing efforts to showcase Imax releases, starting with the much-anticipated film Dune: Part Two. BookMyShow users will find a page dedicated to The IMAX Experience, offering information on current Imax films, locations in their cities, upcoming releases, and more. This partnership ensures a seamless gateway to the latest Indian and Hollywood films, guaranteeing a streamlined and convenient experience for Indian moviegoers.

The collaboration has begun on a strong note, with Imax tickets accounting for 31 per cent of total Dune: Part Two tickets sold on BookMyShow, underlining a robust demand for immersive cinematic experiences.

“Moviegoers in India continue to show a strong preference for IMAX, with the company delivering its best year ever at the Indian box office in 2023,” mentioned Preetham Daniel, VP, Theatre Development, IMAX Corporation. “This partnership is designed to elevate the ways our fans connect with IMAX, and we look forward to exploring new innovative initiatives to ensure it’s a premium cinema experience from beginning to end.”

Commenting on the partnership, Samradha Tibrewala, Head - Partnerships & Revenue, BookMyShow pointed out, "Watching movies in theatres is a cultural phenomenon deeply rooted in the hearts of millions across India, and over the past few years, we have witnessed significant growth in transactions as well as audience interest in premium cinematic experiences. We have been actively working with industry partners to create windows of opportunity for higher visibility and discoverability of their offerings on our platform, thereby creating an easy and seamless movie booking experience for various consumer cohorts part of the BookMyShow universe. Our partnership with IMAX furthers these efforts and enhances the overall movie-going experience for our users as we continue to deliver an unparalleled entertainment experience at every step of their movie-watching journey.”

In recent years, the preferences of the Indian audience in the out-of-home entertainment sector have transformed. According to 'The CineFiles' consumer survey report by BookMyShow, the integration of technologies and immersive cinematic experiences has elevated the allure of the big screen. With advanced sound systems, state-of-the-art visual effects, and expansive screens, audiences are transported into captivating worlds. The survey reflects this trend, with 74 per cent of respondents choosing to watch movies in theatres for the immersive experience offered by larger screens and high-quality audio. Notably, 40 per cent of respondents now consistently opt for premium screens, indicating a significant surge in audience interest for a premium movie-watching experience.

In 2023, IMAX witnessed its highest-grossing year ever at the Indian box office, crossing the $1 billion mark globally for the third time in its history. Local Indian content, including releases like Jawan and Pathaan, played a pivotal role in surpassing previous box office records set in 2022. Looking ahead to 2024, IMAX is set to unveil more Hollywood blockbusters and local releases in India. This includes the highly anticipated film Dune: Part Two, which premiered in Imax locations across the country on 1 March, 2024.