I don’t know about where you live, but Imax seems to be cropping up at more and more theaters around here…except it isn’t. I made a special trip last year to The Bridge to see Shine a Light in Imax and the huge screen was definitely worth the trip. Earlier this year I noticed Watchmen was playing in Imax at my local AMC which is only a hop, skip and a jump from LiC headquarters as opposed to the hop, skip, jump, get stuck in traffic on the 405 going over the Sepulveda Pass, have it clear up for a second on the downward side only to block up again for no reason as we approach Santa Monica Boulevard (or Sunset Boulevard depending on the time of day), another hop, two more skips, another stop as we get closer to the airport and one final jump before spending an hour looking for a parking spot in the overcrowded parking garage. Who wouldn’t rather see Imax in Burbank?
The problem is, it’s not Imax the way you think of Imax. I didn’t think too much about it at the time, but actor/comedian Aziz Ansari is mighty pissed about it and he thinks you should be too.
Who is he and why is he so pissed? Read on…
Most of us think of that huge building-sized screen when we think Imax, but the company itself also thinks of the projection and sound system. In their mind, properly equipped theaters can be labeled Imax even if the screens are only marginally bigger than an ordinary screen. Most theaters of course charge a premium for this “Imax Experience” without telling you up front what you’re getting.
So, who the hell is Aziz Ansari? You’ll recognize him if you watch the new show Parks and Recreation. We don’t, but he was responsible for the only laugh we had in the awful Observe and Report a couple months back: “Why the fuck would I want to blow up the Chick-fil-A? It’s fucking delicious!” Yeah, it’s funnier in context – unlike the rest of that wretched pile of shit. Anyway, check out Aziz’s blog and see what he has to say.
Also, check out this James Hyder editorial from LF Examiner last October. It explains the technology in more detail.
I’m not sure I go along with boycotting Imax or AMC or any of the other lying capitalist pig-dogs, but I do think you should know what you’re getting when you belly up to the box office to buy a ticket. Be informed. Buyer beware. If the screen doesn’t make you go “Holy shit, that’s a big screen. I wonder what porn would look like on that thing,” then it’s not the full Imax. Complain and ask for your money back.
UPDATED: Imax douche defends his company on The Street.
Once again this is all over the internet, but I first spotted it at SlashFilm.