IMAX Corporation and Vue International (Vue), one of the world’s leading cinema operators, announced an agreement for an IMAX theatre to be added to the CinemaxX multiplex at the Bruun’s Galleri Shopping Centre in Aarhus, Denmark. The theatre will launch with the release of Rogue One: A Star Wars Story in December. The deal brings to four Vue’s IMAX total network with two in Denmark and two in England.
The CinemaxX IMAX theatre in Aarhus marks Vue’s second IMAX theatre in Denmark. The first, located in the CinemaxX multiplex in Copenhagen, also marked the first commercial IMAX theatre in the country. Since its April 2015 launch, the Copenhagen site has generated approximately 18 percent of the gross box office for all major blockbusters released in Denmark and also ranks as the fifth highest-grossing IMAX theatre in Europe and the 12th worldwide.
“The IMAX brand, cutting-edge technology and exciting lineup of films delivers a superior cinema experience that drives box office results, as evidenced by the extraordinary success of our IMAX theatre in Copenhagen – which we hope to replicate in Aarhus,” said Tim Richards, CEO, Vue International. “As we continue to expand our circuit globally, IMAX will serve as an important a part of our growth strategy.”
“The agreement is a testament to the successful introduction of IMAX in Denmark, which revealed the huge demand for a fully immersive cinema experience in the country. I can’t think of a better film to launch the site than Rogue One, since its predecessor, Star Wars: The Force Awakens, was the highest-grossing IMAX title in Denmark,” said Andrew Cripps, President of International and EVP, IMAX Corporation. “We are proud to build on our partnership with one of the most respected exhibitors in Europe and we look forward to bringing IMAX to more audiences across Vue’s network.”