Click to Skip Ad
Closing in...
Event Cinema News:  Updated Alternative Content Schedule and Event Cinema Association Conference and Awards October 16th Event Cinema News: Updated Alternative Content Schedule and Event Cinema Association Conference and Awards October 16th BOI's List of the 007 Best Bond Villains (In Honor of the 50th Anniversary of "Goldfinger") BOI's List of the 007 Best Bond Villains (In Honor of the 50th Anniversary of "Goldfinger") Bronski Beat Fans Rejoice!   Toronto Fave "Pride" Leads This Week's Indie Releases Bronski Beat Fans Rejoice! Toronto Fave "Pride" Leads This Week's Indie Releases Grumpy Bill Murray, Downey Jr & Duvall Go Mano-A Mano and Sherlock Cracks The Enigma Code: Box Office Insider's Day-By-Day Guide To The Toronto Film Festival Grumpy Bill Murray, Downey Jr & Duvall Go Mano-A Mano and Sherlock Cracks The Enigma Code: Box Office Insider's Day-By-Day Guide To The Toronto Film Festival Can 'Sin City' Unseat TMNT and 'Guardians'?  Can a Football Movie NOT Set in the South Work?  This Week's Previews & Predictions... Can 'Sin City' Unseat TMNT and 'Guardians'? Can a Football Movie NOT Set in the South Work? This Week's Previews & Predictions... Clint Set For Christmas Exclusive on 'American Sniper', Guy Ritchie Gets Moved Back 7 Months and 'Godzilla 2' Set for 2018 Clint Set For Christmas Exclusive on 'American Sniper', Guy Ritchie Gets Moved Back 7 Months and 'Godzilla 2' Set for 2018 Screenwriter Extraordinaire Andre Nemec Discusses Next Week's "Ninja Turtles", the New "Beverly Hills Cop" Movie and Much More In a Sit Down With Box Office Insider Screenwriter Extraordinaire Andre Nemec Discusses Next Week's "Ninja Turtles", the New "Beverly Hills Cop" Movie and Much More In a Sit Down With Box Office Insider An Open Letter Of Apology To Melissa McCarthy An Open Letter Of Apology To Melissa McCarthy Industry Executives Carpou, Davies, Hollis and Alperovich Among Invitees For AMPAS Membership Industry Executives Carpou, Davies, Hollis and Alperovich Among Invitees For AMPAS Membership Shane Black Hits Daily Double With "Predator" Reboot and "Doc Savage" Helming Duties Shane Black Hits Daily Double With "Predator" Reboot and "Doc Savage" Helming Duties David O. Russell's "Joy" Finds a Christmas Release Date, It's Sequel Time For Sponge Bob and More Release Schedule Changes David O. Russell's "Joy" Finds a Christmas Release Date, It's Sequel Time For Sponge Bob and More Release Schedule Changes Next Week's Box Office Battle: Cruise & Blunt vs. Hazel & Augustus Next Week's Box Office Battle: Cruise & Blunt vs. Hazel & Augustus Release Schedule Changes: "Lucy" Moves Up, "Untitled Star Wars" Spinoff Moves In And "The Gunman" Heads Up An All-Gun Weekend Release Schedule Changes: "Lucy" Moves Up, "Untitled Star Wars" Spinoff Moves In And "The Gunman" Heads Up An All-Gun Weekend Bollywood Masala: "P.K." Moves Up, "Bombay Velvet" and  "Detective Bakshi" Move Out And Tons Of Other Hindi Film News Bollywood Masala: "P.K." Moves Up, "Bombay Velvet" and "Detective Bakshi" Move Out And Tons Of Other Hindi Film News Alvin & The Chipmunks Go Into Hibernation Until 2016 Alvin & The Chipmunks Go Into Hibernation Until 2016 Keep The Lights On When You Watch The New Trailer For "Deliver Us From Evil" Keep The Lights On When You Watch The New Trailer For "Deliver Us From Evil" Box Office Insider's Sit Down With "Earth To Echo" Director Dave Green Box Office Insider's Sit Down With "Earth To Echo" Director Dave Green Millenium Films Picks Up U.S. Rights To "Parts Per Billion" Millenium Films Picks Up U.S. Rights To "Parts Per Billion" Box Office Prediction & Analysis: "Brick Mansions" Box Office Prediction & Analysis: "Brick Mansions"

Interview with Andrew Cripps, President EMEA at IMAX

Photo of Jim Amos By Jim Amos | Box Office Insider April 8, 2014 at 7:04PM

​Andrew Cripps is the EMEA President at Imax. He sits down with Box Office Insider's Jim Amos to discuss the company’s recent successes, growth opportunities and where he sees Imax and the large format sector of the business going in the near future. WHERE DO YOU THINK THE GROWTH AREAS ARE FOR A COMPANY LIKE IMAX?
0

​Andrew Cripps is the EMEA President at Imax.  He sits down with Box Office Insider's Jim Amos to discuss the company’s recent successes, growth opportunities and where he sees Imax and the large format sector of the business going in the near future. 

Andrew Cripps, President EMEA at IMAX


WHERE DO YOU THINK THE GROWTH AREAS ARE FOR A COMPANY LIKE IMAX?

You know, where I sit I’m based in London so places like Eastern Europe and especially a place like Turkey is a really interesting market; big population, an expanding middle class, disposable income, an interest in western culture. Also, North Africa is interesting along with some of the more traditional markets where, for IMAX, places like France and Germany we’re not highly penetrated at the moment, I believe these are areas for opportunity going forward.

WHAT HAVE BEEN THE ROAD BLACKS TO EXPANSION IN COUNTRIES LIKE FRANCE AND GERMANY?

I think there are a number of things; first of all Imax has had a history in these markets of being successful documentary theatres which never converted to digital and ended up closing, so there is a little bit of a legacy issue. In places like China and Asia as a whole there are a large amount of shopping malls being built and every mall has a brand new multiplex who wants an IMAX. But in Western Europe there aren’t a lot of new builds going on so when you retrofit theatres to IMAX you have a lot of limitations to work with. You’ve got planning regulations and lots of other issues and it’s difficult to fit an IMAX into some of the pre-existing theatres.

ANDREW, TALK A LITTLE BIT ABOUT LOCALLY PRODUCED FILMS LIKE “STALINGRAD” (opening 2/28 exclusively in IMAX). DO YOU SEE GROWTH IN LOCALLY PRODUCED FILMS THAT ARE IMAX TYPE EVENT MOVIES?

“Stalingrad” is a really interesting example. It’s a really good movie for one thing; it’s a very well made action film that also has a heart. I think it’s an interesting business model in that you go into some of these territories, take France for instance, where 40-45% of all grosses come from local content so it’s a difficult business model if you completely ignore local content. So where the IMAX bread and butter films will always be the Hollywood tent poles, the next Christopher Nolan movie or the latest from J.J. Abrams, as part of our business plan I think it’s opportunistic for us to get into locally produced programming and we’ve done that in France, Japan, South Korea, China and we have even done a Bollywood film, “Dhoom 3”. I think the content is getting more global in nature and you’ll see more and more of that going forward. With a film like “Stalingrad”, IMAX does add something to the experience as visually it’s a spectacular movie.

DO YOU EVER DO ALTERNATIVE CONTENT IN IMAX SCREENS?

We haven’t yet but it’s something we’re looking at very closely. It’s become a serious business, especially here in Western Europe. When you have something like “Doctor Who” here and it did over GBP 2 mil in one day at the box office, while also being shown on live television that’s very impressive. The opera and the ballet sell out regularly in UK theatres as well so it’s become a significant part of the business so it’s something that we’re looking at very seriously along with events like the World Cup as well. But it will all revolve around whether we can bring an IMAX quality presentation on these live events to our screens as well.

FINALLY, I DID WANT TO ASK ABOUT LARGE FORMAT SCREENS. THEY DON’T SEEM TO HAVE GREATLY AFFECTED IMAX GROSSES IN THE STATES AND WAS WONDERING WHAT IT LOOKED LIKE OVERSEAS.

There’s been some penetration, in some countries more than others, and I think there’s a place for them and where an exhibitor successfully markets IMAX it doesn’t seem to have a big impact on our screens. I think it’s interesting in talking to exhibitors who have both PLF screens along with an IMAX screen invariably they say that the IMAX screen sells out first. So I think the consumer is willing to pay a premium as long as you are consistently delivering that premium product.


This article is related to: In the Spotlight, Imax, Andrew Cripps


E-Mail Updates





Recent Comments

Upcoming Imax Titles

2014
9/5 Forrest Gump
9/26 The Equalizer

Upcoming D-Box Titles

2014
9/19 The Maze Runner

Upcoming 3D Titles

2014
9/26 The Equalizer
10/3 Annabelle

Studio Market Share

Thru August 3rd
1. Fox 18.1% 1,156m
2. Warner Brothers 15.7 998m

Major Film Festivals

8/6 - 8/16 Locarno
8/27 - 9/6 Venice Film Festival