IMAX Corporation and BookMyShow, a leading entertainment destination in India, have announced a strategic partnership aimed at transforming the online discovery and engagement process for premium entertainment experiences. This collaboration will see IMAX and BookMyShow working together to enhance user experience and simplify the process of discovering The IMAX Experience for moviegoers.

As part of the agreement, IMAX will receive increased visibility and discoverability on the BookMyShow platform. IMAX releases will be prominently featured through targeted marketing efforts, with a focus on upcoming releases such as the highly anticipated film Dune: Part Two. Additionally, BookMyShow users will have access to a dedicated page showcasing The IMAX Experience, including information on current IMAX films, their locations, upcoming releases, and more.

This partnership aims to provide audiences in India with seamless access to the latest Indian and Hollywood films, ensuring a streamlined and hassle-free experience for moviegoers. The initiative has already shown promising results, with IMAX tickets accounting for 31% of total tickets sold for Dune: Part Two on BookMyShow, indicating a strong demand for immersive cinematic experiences.

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Preetham Daniel, VP of Theatre Development at IMAX Corporation, expressed optimism about the partnership, stating, “Moviegoers in India continue to show a strong preference for IMAX, with the Company delivering its best year ever at the Indian box office in 2023.”

Samradha Tibrewala, Head of Partnerships & Revenue at BookMyShow, emphasized the importance of delivering an unparalleled entertainment experience to users, stating, “Our partnership with IMAX enhances the overall moviegoing experience for our users as we continue to deliver premium entertainment experiences.”

The collaboration comes at a time when the Indian audience’s preferences for out-of-home entertainment are evolving, with a growing interest in immersive cinematic experiences. According to BookMyShow’s ‘The CineFiles’ consumer survey report, advanced technologies and larger-than-life screens are driving audiences to theatres, with 74% of respondents citing the immersive larger screen and high audio quality as key factors in their decision to watch movies in theatres.

In 2023, IMAX experienced its highest-grossing year at the Indian box office, with successful releases such as Jawan and Pathaan contributing to its success. Looking ahead, IMAX plans to continue debuting awe-inspiring Hollywood blockbusters and local releases in India, including Dune: Part Two, which premiered in IMAX locations across the country on 1st March.