{"id":136649,"date":"2022-04-28T09:04:04","date_gmt":"2022-04-28T09:04:04","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=136649"},"modified":"2026-03-05T04:23:33","modified_gmt":"2026-03-05T04:23:33","slug":"nabshow-imax-enhanced","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/nabshow-imax-enhanced\/","title":{"rendered":"It&#8217;s a New View of Premium Content As IMAX Goes Beyond the Big Screen"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" data-attachment-id=\"169767\" data-permalink=\"https:\/\/jwolfepr.com\/dev\/articles\/nabshow-imax-enhanced\/imax\/\" data-orig-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?fit=1280%2C720&amp;ssl=1\" data-orig-size=\"1280,720\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"IMAX\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?fit=1024%2C576&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?resize=1024%2C576&#038;ssl=1\" alt=\"\" class=\"wp-image-169767\" srcset=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?resize=1024%2C576&amp;ssl=1 1024w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?resize=768%2C432&amp;ssl=1 768w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?resize=640%2C360&amp;ssl=1 640w, https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg?w=1280&amp;ssl=1 1280w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>The \u201cIMAX Beyond the Big Screen\u201d panel at NAB Show 2023 discussed how IMAX is bringing content to the home screen and how content owners and streaming services are creating high quality, engaging video experience.<\/em><\/li>\n\n\n\n<li><em>Explains ambition to deliver top-tier content at a premium to consumers and teases idea of an IMAX-branded sports streaming service.<\/em><\/li>\n\n\n\n<li><em>Talks about how new acquisition SIMWAVE will help the company optimize its IMAX Enhanced content to consumer devices, but that it will not dilute the quality of experience just to achieve bitrate savings.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">In IMAX\u2019s first-ever official appearance at NAB Show, the company explained how it aimed to take its premium brand of giant screen content into the home.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">IMAX\u2019s presence was led by Vikram Arumilli, SVP and GM of Streaming and Consumer Technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the \u201cIMAX Beyond The Big screen\u201d panel, Arumilli explained that IMAX worked with device manufacturers including LG, TCL, Hisense, Philips and Sony to ensure that titles badged as IMAX Enhanced are shown on the highest premium tier of devices.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAll of these devices have very stringent technical specifications that they have to hit. These include TVs, home projectors and sound soundbars speakers. On the content side, we deliver IMAX Enhanced versions of titles to our streaming partners including to Sony\u2019s Bravia TVs and Disney+\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">IMAX has around 700 titles available as part of its Enhanced offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFirst and foremost, IMAX\u2019s bread and butter is still in theatrical and the IMAX Enhanced titles that are coming to market are primarily titles that have gone through our theatrical footprint first and then on a streaming service.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"embed-twitter\"><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Experience the full scope and scale of Marvel Studios\u2019 Black Panther: <a href=\"https:\/\/twitter.com\/hashtag\/WakandaForever?src=hash&amp;ref_src=twsrc%5Etfw\">#WakandaForever<\/a> with an expanded aspect ratio at home with <a href=\"https:\/\/twitter.com\/IMAX?ref_src=twsrc%5Etfw\">@IMAX<\/a> Enhanced! Now streaming on <a href=\"https:\/\/twitter.com\/DisneyPlus?ref_src=twsrc%5Etfw\">@DisneyPlus<\/a>. <a href=\"https:\/\/twitter.com\/hashtag\/IMAXonDisneyPlus?src=hash&amp;ref_src=twsrc%5Etfw\">#IMAXonDisneyPlus<\/a> <a href=\"https:\/\/t.co\/8oTKoeR6uh\">pic.twitter.com\/8oTKoeR6uh<\/a><\/p>&mdash; Marvel Entertainment (@Marvel) <a href=\"https:\/\/twitter.com\/Marvel\/status\/1621946786121240580?ref_src=twsrc%5Etfw\">February 4, 2023<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/div>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">He said, \u201cIMAX is where it is today is because we\u2019ve really focused on delivering to filmmakers that ability to have their creative intent seen by consumers in the highest level. And that\u2019s what we want to do in the home as well. That ties into why we made this acquisition in SSIMWAVE. It\u2019s all about maintaining that creator intent, whether it\u2019s theatrically or in the home or on your personal device.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">IMAX acquired Canadian company SSIMWAVE for $25 million last year. Its products include technology that optimizes \u2018bandwidth spend\u2019 and so enable service providers to deliver content at quality in the most efficient way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe goal of IMAX Enhanced is to drive a premium experience for streaming in the home. There\u2019s a clear synergy between what SIMwave is doing around optimizing quality of streaming content and what we\u2019re trying to do with Enhanced.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Also on the panel was Bill Baggelaar, EVP and CTO at Sony Pictures Entertainment, who said, \u201cThe hardest part is ensuring that we are providing the consumer the right quality. This is where SSIMWAVE is an interesting technology that can really help the industry to better understand what\u2019s actually getting to the consumer. We can see\u2026how close we are getting to that experience that we are trying to really offer.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Arumilli pointed to \u201cbandwidth constrained\u201d markets like India as a potential opportunity for the service. \u201cGiven that subscriber spend is pretty low, there\u2019s a real opportunity there to allow these services to continue to deliver that really premium experience, but do so in a way that is financially responsible for them and allows them to scale their businesses in a profitable way,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He claimed that IMAX Enhanced was already driving engagement and retention for service providers but was not yet in a position to charge consumers more for specific IMAX Enhanced content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe\u2019d love to be in a position where IMAX Enhanced is part of a premium tier, but those are discussions that are much more long term. You could see that \u2014 with what HBO Max is doing by offering a $20 tier with access to higher quality content, that\u2019s somewhere where we want to play eventually.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He also aired the possibility of a IMAX branded sports streaming service. \u201cWhen you look at a lot of the feedback around live sports today there\u2019s always complaints about video issues, audio issues, buffering issues, just general quality issues. We want to figure out how to solve those issues and make the experience for consumers more of that IMAX experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe don\u2019t have a clear, clear answer there yet, which is why I can\u2019t get into more detail. But it\u2019s something that we think there\u2019s an opportunity. There\u2019s a big market sports content in the US and in countries like India which is the home of IPL Cricket.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The conundrum is how IMAX gets its service to the mass market versus keeping it high quality by potentially trading off lower bit rates in exchange for wider device distribution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Arumilli stressed that his company won\u2019t water down the IMAX streamed experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIMAX has always stood for premium quality. Even looking back at how we build our theaters, each one is built to spec. There\u2019s no plug and play IMAX theater that you drop into a multiplex. It\u2019s all about looking at the architecture of the theater, building it to spec,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe don\u2019t claim and we never will claim that the IMAX Enhanced experience is similar to what you get in our theaters. That\u2019s a completely separate experience. What we\u2019re trying to do is figure out how you bring the best out of what we do theatrically into the home, how do you best replicate that, even though you\u2019ll never hit that bar.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He added, \u201cWe\u2019re not going to have the IMAX enhanced brand on every $250 TV in Walmart because if we do that, then you lose what we what we mean to consumers, you lose what we mean to creators and you lose what IMAX stands for. So for us, that\u2019s a pretty clear line that we won\u2019t cross.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The \u201cIMAX Beyond the Big Screen\u201d panel at the 2023 NAB Show discussed how the large-format company is bringing content to the home screen.<\/p>\n","protected":false},"author":2,"featured_media":169767,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-136649","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>It&#039;s a New View of Premium Content As IMAX Goes Beyond the Big Screen | Jennifer Wolfe<\/title>\n<meta name=\"description\" content=\"The \u201cIMAX Beyond the Big Screen\u201d panel at the 2023 NAB Show discussed how the large-format company is bringing content to the home screen.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"It&#039;s a New View of Premium Content As IMAX Goes Beyond the Big Screen | Jennifer Wolfe\" \/>\n<meta property=\"og:description\" content=\"The \u201cIMAX Beyond the Big Screen\u201d panel at the 2023 NAB Show discussed how the large-format company is bringing content to the home screen.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jwolfepr.com\/dev\/articles\/nabshow-imax-enhanced\/\" \/>\n<meta property=\"og:site_name\" content=\"Jennifer Wolfe\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-05T04:23:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jwolfepr.com\/dev\/wp-content\/uploads\/2022\/04\/IMAX.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@WordsWolfe\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/\",\"url\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/\",\"name\":\"It's a New View of Premium Content As IMAX Goes Beyond the Big Screen | Jennifer Wolfe\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/jwolfepr.com\\\/dev\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/IMAX.jpg?fit=1280%2C720&ssl=1\",\"datePublished\":\"2022-04-28T09:04:04+00:00\",\"dateModified\":\"2026-03-05T04:23:33+00:00\",\"description\":\"The \u201cIMAX Beyond the Big Screen\u201d panel at the 2023 NAB Show discussed how the large-format company is bringing content to the home screen.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/#primaryimage\",\"url\":\"https:\\\/\\\/i0.wp.com\\\/jwolfepr.com\\\/dev\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/IMAX.jpg?fit=1280%2C720&ssl=1\",\"contentUrl\":\"https:\\\/\\\/i0.wp.com\\\/jwolfepr.com\\\/dev\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/IMAX.jpg?fit=1280%2C720&ssl=1\",\"width\":1280,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/articles\\\/nabshow-imax-enhanced\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"It&#8217;s a New View of Premium Content As IMAX Goes Beyond the Big Screen\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/#website\",\"url\":\"https:\\\/\\\/jwolfepr.com\\\/dev\\\/\",\"name\":\"Jennifer Wolfe\",\"description\":\"Los Angeles-based content strategist &amp; 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