ATF 2024: IMAX shows how it is innovating in streaming and premium content

The session “IMAX: Expanding Horizons in Premium Entertainment and Global Cinema”on the first day of ATF 2024showed what strategic opportunities the company has in the premium entertainment sector.

The brand highlighted its streaming optimization technology, which aims to make this format more profitable without compromising on quality or the original creative vision. In addition, the brand is expanding into new markets IMAX Advanced content and certified devices were discussed. Recently the company delivered an innovative live broadcast of the NBA Finals In IMAX cinemas in Taiwan and Hong Kong, taking the sporting excitement to a new level.

Vikram Arumilli, GM & SVP of Streaming and Consumer Technology IMAX, explained: “One of the keys to our innovation is VisionScience, a technology we acquired through the startup StimWave. “This technology maps human vision to an algorithm, allowing content quality to be assessed in real time without the need for a reference, optimizing image quality and the viewer experience.”

At the same time, the managing director emphasized the impact of this technology on optimizing content for streaming services. “With StreamAware and StreamSmart IMAX allows streaming services to adapt image quality to the needs of the content, ensuring that the trade-off between quality and delivery costs is as efficient as possible.

Read more

LC