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Sterling Heights To Get IMAX

STERLING HEIGHTS, MI-A format traditionally used for sweeping documentaries at museums, the IMAX is making a rapid push into for-profit multiplexes. In the first non-museum location in Metro Detroit to sport an IMAX theater, the big screen is making way to a commercial theater in Sterling Heights.

By Dan Heaton | Updated on May 08, 2005

STERLING HEIGHTS, MI-A local 30-screen cinema will be the first non-museum location in Metro Detroit to sport an IMAX theater. The IMAX will open at the AMC Forum 30, on Mound Road just south of M-59, by mid-June. The likely first movie: “Batman Begins” or “Charlie and the Chocolate Factory.”

IMAX, a format traditionally used for sweeping documentaries at museums, is making a rapid push into for-profit multiplexes, converting some of the most popular Hollywood films so they can be shown on its enormous screens. The Sterling Heights theater is one of five AMC locations having an IMAX screen installed this year.

“Our strategy is to provide a unique way of seeing blockbuster films,” says Richard Gelfond, co-CEO of Toronto-based IMAX. “So when people wake up in the morning and say, ‘I want to see “Harry Potter” or “The Matrix,”‘ they say, ‘Let’s go see it at the IMAXtheater,’ and they’ll be willing to pay a little more for it.”

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