Ben Fritz

They're specifically vertically bigger than most movie screens, and typically they also have higher quality digital sound.

And overall, it's just sort of a better, more premium experience in the theater than you get in your typical movie theater.

Yeah, they're less than 1%.

Yeah.

IMAX used to be basically just in museums.

You'd see a documentary in a museum.

That's what IMAX was until the late 2000s, really.

Because you used to have to shoot everything on a special IMAX film camera and you had to have a theater specially built to show it.

And then over time, as things went digital, they were able to convert movies shot digitally into their IMAX format.

And they were able to convert auditoriums to show IMAX movies.

All they had to do was build a digital screen.

They didn't have to rebuild everything from scratch.

That's what made it much easier to produce IMAX movies and to show IMAX movies.

And that's kind of how they started to go Hollywood.

Yeah, they really want it because, you know, the box office has been struggling ever since the pandemic.

And when people do go to the theaters, though, they tend to want this premium experience that's really different than what you can get at home.

It really feels like this is worth leaving my house for.

And I don't mind spending a few extra bucks for it.

So movies that are on IMAX are really consistently overperforming and making more money.

That's why studios and filmmakers really want to get those screens.