IMAX and Georgia Theatre Company Expand Laser Network with Five New Locations
Event summary
- IMAX and Georgia Theatre Company (GTC) agreed to add five new IMAX with Laser locations across Georgia, North Carolina, and South Carolina by 2029.
- First location opened in Athens, Georgia in 2025; new sites include Myrtle Beach, a major tourist destination.
- IMAX reported record domestic box office growth in 2025 (+14% YoY) and 75% YoY growth in Q1 2026.
- New locations will feature IMAX with Laser, offering 4K imaging, precision audio, and advanced projection technology.
The big picture
This expansion reflects IMAX’s strategy to deepen its footprint in high-growth U.S. regions, leveraging partnerships with regional exhibitors like GTC. The deal comes amid strong box office performance, suggesting sustained demand for premium theatrical experiences. IMAX’s focus on laser technology positions it as a leader in cinema innovation, though execution risks remain in less urbanized markets.
What we're watching
- Box Office Momentum
- Whether IMAX can sustain its record-breaking domestic box office growth through 2026, driven by blockbusters like 'The Odyssey' and 'Dune: Part Three.'
- Regional Strategy
- How GTC’s employee-owned model will impact the success of these new IMAX locations in less densely populated Southeastern markets.
- Technology Adoption
- The pace at which IMAX with Laser becomes the industry standard for premium cinema experiences.
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