If you've ever watched a movie in an IMAX screen that was filmed with an IMAX camera, you'll know that there's nothing better. But the company doesn't see many movies hitting its screens, and it wants to see that change - even if it has to do so itself.
The Wrap is reporting that IMAX is in the process of making their own movies, and even the possibilities of allowing alternate programming to be blasted onto IMAX screens in the future. The company is talking with various potential partners, TV producers, and filmmakers to see what they can do to get IMAX into the limelight.
Why now? Well, during August there were hardly any blockbuster Hollywood movies on IMAX screens. IMAX Entertainment Chief Executive Officer Greg Foster explained: "There were no blockbuster movies released in August, there were none last week and none this coming weekend. That's three or four weeks of beachfront property. We want to provide the very best premium entertainment 52 weeks a year, and if creating it ourselves is the best way to do it, we're going to be excited about taking that step".