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Wednesday, May 24, 2006
SM to bring IMAX theater to Cebu if people are ready
Everything about the Mall of Asia, located on 60-hectare property at the Bay City in Pasay, seems to be big—even its entertainment building, which houses the country’s first IMax theater.
The IMAX theater has a screen with a dimension of 22 meters by 30 meters, the approximate height of an eight-story building, and can sit 600 people. It is the first of its kind in the country and shows three-dimensional (3D) films using the IMAX technology.
Millions
Marissa Fernan, SM senior assistant vice president for marketing for Visayas and Mindanao, said if Cebuanos “are ready” for IMAX, SM will bring the technology to its mall in Cebu.
The technology will cost SM Prime Holdings Inc., owner of SM shopping malls, millions of pesos, though.
Fernan said the IMAX theater at the Mall of Asia, which opened last Sunday, costs about P80 million.
There is a question of financial viability too, as some people might balk at the fee to watch an IMAX film.
The entrance fee to documentary films like Nascar, which was shown at the IMax theater at the Mall of Asia for guests during the mall’s ceremonial opening last Saturday, is pegged at P150 while that for Hollywood blockbuster movies might cost around P250 per person.
More expensive
IMAX films are not produced as often as ordinary Hollywood films. They are more expensive to make because scenes are shot using specially designed cameras for 70-millimeter (mm) film format that, according to the IMax website, is the largest film format in the world.
IMAX projectors are also the most powerful in the world. They use the Rolling Loop technology, which advances the film in a wave-like motion at 24 frames per second.
According to the IMAX website, during projection, each frame is positioned on fixed registration pins and a vacuum holds the film flat against the rear lens element. When combined with IMAX 15(perforation)/70 mm film they project images of immense size, sharpness and clarity. (LAP)
For Bisaya stories from Cebu. Click here. (May 24, 2006 issue)
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