Cinepolis fast-tracks Mexican IMAX expansion

Spurred by impressive results at its IMAX cinema in Mexico City, Latin American exhibitor Cinepolis has moved forward to 2005 the target opening dates for two proposed Imax cinemas in other Mexican cities.
The cinemas are part of a deal previously announced in 2004 and were originally scheduled to open in mid-2006 and late-2007 respectively. One screen will be in Monterrey and the other location will be announced at a later date.
According to Cinepolis, since its opening in November 2004, the Cinepolis Perisur IMAX has been regularly achieving 90% capacity for its weekend screenings. The company claims the addition of the IMAX cinema in the multiplex has increased weekday attendance by more than 20 per cent.
"We are extremely pleased with how an IMAX theatre has impacted our flagship multiplex in Mexico City - driving box office performance, enabling us to charge a premium price for a premium experience, and 'wowing' our audiences," said Alejandro Ramirez, deputy CEO of Cinepolis.
With 1,121 screens, Cinepolis is the largest exhibitor in Latin America and the eighth largest in the world.
Denis Seguin in Toronto10 January 2005