Home > Uncategorized > Digital IMAX Projection at Celebration! Cinema Lansing

Digital IMAX Projection at Celebration! Cinema Lansing

Steve Van WagonerBy Steve Van Wagoner
Vice President of Marketing

More than a billion people around the world have been spellbound by the force and beauty of The IMAX Experience. At Celebration! Cinema in Lansing, Michigan, movie goers have loved seeing classic IMAX movies as well as blockbuster movies on one of the biggest screens in the world. Now, Lansing’s famous IMAX theatre will be even better – beginning Friday, May 7th the Lansing IMAX theatre will be digital!


What does a digital IMAX theatre mean for Lansing’s movie goers at Celebration! Cinema? “The IMAX movie experience is unparalleled in our industry,” said J.D. Loeks, president and chief operating office for Celebration! Cinema. “The new digital projection system will allow us to make certain that the top IMAX movies are available to our guests so they can have that experience. And when they watch those movies, they will be getting the very best image and sound quality available.

IMAX Digital Projection

Photo from IMAX.com

When ‘Avatar’ opened last December and we could not get a print for the IMAX theatre, we knew something had to change. The new digital projection system means movie distributors can provide us with a digital hard drive at a tiny fraction of the cost of film print. That means we will be able to get the hottest IMAX titles available.

The IMAX Theatre DLP® digital projection system will join the rest of the Celebration! Cinema theatres in the complex that moved to DLP® digital cinema projection in 2007. The IMAX Theatre digital projection installation project will begin Monday, April 26th and be finished by May 7th.

A recent article in Film Journal International explains some of the technical specifications of this projection system:

IMAX Digital is built on all the previously developed IMAX technologies—3D, large-format feature-length content, and lower-cost theatre designs—with the intention of bringing the same immersive IMAX experience within the reach of mainstream exhibitors. By replacing the previous 15/70 film format with an all-new digital path including a custom-designed digital projection system based on the latest generation of Texas Instruments’ DLP Cinema technology, IMAX Digital provides the most cost-effective implementation yet.

IMAX Digital currently uses two Christie-manufactured DLP Cinema projectors, although the company plans to remain technology- and vendor-agnostic to allow progressive improvements as new technologies and products become available. The two projectors are used in a unique configuration: The two images are pre-processed and projected superimposed on each other in a way that increases the image’s fidelity and quality. The light levels are set to 22FL, considerably brighter than the 14FL used in conventional auditoriums.

The projectors are fitted with special IMAX-developed lenses. IMAX has developed a proprietary closed-loop alignment system using a camera that will automatically keep the projectors precisely aligned and balanced. IMAX Digital in 3D uses both projectors to continuously overlay the left and right eye images without the time-sequential triple-flashing required in single-projector solutions. IMAX digital 3D uses circular polarized passive glasses with a proprietary silver screen.

IMAX Digital, much like the 15/70 film version, is a complete end-to-end system, where each element, process and piece of equipment has been designed and optimized to deliver the large-screen IMAX experience.

Iron Man 2 in IMAX

The IMAX digital projection installation project will begin Monday, April 26th and be finished by May 7th, in time for first summer blockbuster “Iron Man 2” to fill the giant screen.  All theatres equipped with IMAX digital projection systems are capable of both IMAX and IMAX 3D presentations. Technically advanced and visually stunning, the IMAX Digital Experience is the world’s most powerful and immersive movie experience!

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