IMAX Corporation and Empire Cinemas today announced an agreement to install an IMAX® theatre at London’s famous Empire Leicester Square, one of the U.K.’s oldest and largest cinemas that is home to some of Europe’s biggest movie premieres.
The Empire Leicester Square first opened its doors as a theatre in 1884 and from the earliest days of the moving image has been at the forefront of advances in cinema technology, where, in March 1896, Louis and Auguste Lumiere presented the first theatrical performances of a projected film to a paying U.K. audience.
Justin Ribbons, CEO of Empire Cinemas, said: “We’re extremely excited to be adding an IMAX theatre to our flagship location. The introduction of IMAX further reinforces our commitment to providing the most cutting edge, immersive viewing experience to our customers and will reinforce The Empire Leicester Square’s position as the home of the UK’s best cinema-going experience for years to come.”
“IMAX has theatres in some of the world’s most iconic locations and we’re delighted to partner with Empire Cinemas to add the famous Empire Leicester Square to this celebrated list,” said Andrew Cripps , President, IMAX EMEA. “Today’s agreement underscores the momentum that continues to build for IMAX in Europe and the power of the IMAX brand as the premium entertainment option at the world’s most renowned locations.”
Under the terms of the agreement, the new IMAX theatre at Empire Leicester Square will eventually transition to IMAX’s next-generation laser digital projection system, which is expected to set a new benchmark as the industry’s premium entertainment experience. The system, which incorporates the laser digital intellectual property IMAX exclusively licensed from Eastman Kodak and Barco’s unique laser innovations, represents the culmination of the largest R&D initiative in IMAX’s history and will enable IMAX’s largest screens to deliver the highest-quality digital content available with greater brightness and clarity, a wider color gamut and deeper blacks.