The Rise of Skywalker’s intended bombshell reveal is that Rey is Palpatine’s granddaughter her parents deserted her on Jakku in an effort to hide her from the Emperor. IMAX’s best ever opening weekend was achieved in China this year with The Avengers: Endgame.The bigger problem with Palpatine’s return, however, is his relation to Rey (Daisy Ridley). As IMAX CEO Rich Gelfond is right to point out, “in an entertainment landscape where people enjoy more choice than ever, worldwide are increasingly seeking out immersive entertainment experiences.” As of this year, there were 1,568 IMAX theatre systems around the world with the Chinese market the largest, bringing in over one third of the company’s earnings. However, with consumers, especially millennials, wanting to spend their money on experiences rather than things, the IMAX experience will undoubtedly continue to be popular. These are impressive figures indeed in a world where regular cinema going has been declining. This is the second year in a row that IMAX has broken the $1 billion barrier (2018 was $1.032 billion in total receipts). As of 19 December, the global box office gross for the year was more than $1.035 billion earned to date worldwide and this figure doesn’t include this week’s release of Star Wars: The Rise of Skywalker. In fact, IMAX has had its most profitable year ever in 2019. Today, operating in 81 countries, IMAX’s network is among the most important and successful theatrical distribution platforms for major event films around the globe. When three Canadian filmmakers, Graeme Ferguson, Roman Kroitor and Robert Kerr founded IMAX in 1967, they could not have foreseen the extraordinary future global success of their new technology.
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