Theatre director Paul Wild reached out to us to discuss what's really going on with the IMAX questionnaire some people, like Local Mom, are receiving.
Victoria’s IMAX Theatre plans for the future
By Mike Kozakowski
The IMAX Victoria Theater in the Royal British Columbia Museum is collecting feedback from customers on the possibility of using a different film technology.
With digital film options making inroads into a market once dominated by IMAX, theatre operator Destination Cinema feels gauging the sentiment of its customers towards a technology and re-branding will help guide the company’s decisions.
“We feel strongly about the IMAX brand and the IMAX experience, but we’d like our customers to let us know how they feel about IMAX and the potential for a change in film technology,” said IMAX Victoria theatre director Paul Wild.
Last week Destination Cinema began sending out questionnaires to annual pass holders and select groups to garner feedback on various options. The company also plans to pose similar questions before tourists, citing that some 40% of its 300,000-t0-400,000 annual customers are, in fact, visitors.
“The theatre opened in 1998 with tourists in mind, actually, but all of a sudden the tourism market was not as strong as it used to be and we had to focus more on locals. It was about nine years ago that the annual pass was introduced and this together with other initiatives brought more locals to the theatre,” Wild said, adding that the company is once again focusing its sights on attracting more tourists to its shows. [Full article]