Today I received a letter in response to the FlickGym blog entry which you can read here.
Here's their side to the story...
"Your movie-going experience is our top priority and we want you to know that we listen closely to the concerns expressed to us by our customers. You should know that we care deeply about our guests, and we value your input. We are very sorry that you feel your recent experience with the AMC IMAX Theatre was not consistent with the high-quality experience that we are known for and are committed to delivering to our guests.
What remains consistent in all IMAX theatres regardless of location, is the commitment to deliver the highest quality, most immersive movie presentation available. This is achieved by much more than just screen-size or any one individual characteristic or feature. It is made possible through the combination of the world's sharpest and brightest images, the clearest and most accurate sound and customized theatre geometry that includes a larger and slightly curved screen positioned closer to the audience, providing angles that improve the movie-going experience.
Before IMAX launched its digital projection system, independent research firm Millward Brown tested the new IMAX digital theatres with consumers and more than 90 percent of those tested said that our these new theatres delivered the same high-quality IMAX Experience they'd had in the past and that they would want to see more Hollywood films in the multiplex environment.
It's clear that some people are very passionate about some of the features IMAX have been know for thus far, so we are continuing to explore the best way to meet every consumer's deservedly high expectations of the IMAX Experience."
What remains consistent in all IMAX theatres regardless of location, is the commitment to deliver the highest quality, most immersive movie presentation available. This is achieved by much more than just screen-size or any one individual characteristic or feature. It is made possible through the combination of the world's sharpest and brightest images, the clearest and most accurate sound and customized theatre geometry that includes a larger and slightly curved screen positioned closer to the audience, providing angles that improve the movie-going experience.
Before IMAX launched its digital projection system, independent research firm Millward Brown tested the new IMAX digital theatres with consumers and more than 90 percent of those tested said that our these new theatres delivered the same high-quality IMAX Experience they'd had in the past and that they would want to see more Hollywood films in the multiplex environment.
It's clear that some people are very passionate about some of the features IMAX have been know for thus far, so we are continuing to explore the best way to meet every consumer's deservedly high expectations of the IMAX Experience."
It seems that although IMAX is concerned with a quality customer experience, they still fail to address the main issue, there is no rebranding in place to differentiate for consumers that a new system at a local theater may not be a similar size as the older, larger theaters that many have grown to understand as IMAX. We love our IMAX, giant screens with total emersion. In fact they claimed it was an old issue at a press event earlier today as reported by the Hollywood Reporter.
The introduction of IMAX digital is a wonderful direction for the company, however there is still much work to be done to educate and inform average consumers that the company is shifting direction.
Rebrand IMAX, so it's clear when you pay for the ticket. For now, I'm going to avoid spending the extra dollars until I know what I'm getting from this company.
Stay tuned...
