Ben Fritz

Sort of, yeah.

I mean, the CEO of IMAX is a guy named Rich Gelfand, and he is one of the most in-demand people in Hollywood these days because he controls what goes on these screens.

And usually it's just one movie at a time.

And he's planning out two, three years in advance now.

So people are going to Rich.

They're showing him the early ideas for their movie.

It could be concept art.

It could be pre-vis.

It could be the first footage they've shot.

And they're saying, this movie is going to be awesome.

It's going to be so great in IMAX.

People are going to flock to your screens for it.

Will you please reserve me a time in May of 2027 or whatever on your screens?

That's exactly right.

That's also why they want to get these screens far in advance, because if you wait until the last minute, they're usually booked.

And IMAX does not break the word.

Just to take one example, the Taylor Swift music movie that came out just a couple of months ago that was only in AMC theaters, and they asked IMAX if they could get those screens.

And AMC said, sorry, we're already booked for a re-release of Avatar, and we're not going to screw over Jim Cameron, so sorry, Taylor Swift.

Yeah, exactly.

It's expensive.