Richard Gelfond

“In a way it's like the Rolls Royce is an amazing car, but it's not competing with a Honda,”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond compares the Imax 70mm experience to a luxury car.

“consumers seek out Imax because it's frankly the best experience on the planet,”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond says consumers seek out Imax over competing premium viewing formats.

“So we license our name and our technology to them. And what comes with that is we design the location, we help assess it. We help in the installation of the Imax theater. We oversee it.”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond explains the services Imax provides when licensing its technology to theaters.

“In the last year, I think we had an Imax awakening,”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond says recent film releases have pushed the Imax format past a tipping point.

“It's a different audience, different price point, different marketing. I think there's a place for both the Rolls Royce and the Honda. Undoubtedly, they're both doing fairly well as businesses.”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond argues there is room in the market for both premium and standard offerings.

“Obviously it's about the movie and the director, but it's also about what's playing at the Imax theater,”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond discusses the appeal of the Imax theater experience.

“Imax operates under a licensing model — theater chains around the world or institutions or out-of-home experience companies come to us and they say they want to be in the Imax business,”

Richard Gelfond · said date not stated · reported 2026-08-29

Gelfond describes Imax's licensing business model.