Put simply, film exhibitors increasingly need to do more to attract people and to make them choose a theatre over their big screen TVs. IMAX is the best tool available to them, and consumers are increasingly showing support for IMAX as their first preference for seeing big Hollywood releases. As a result, IMAX looks set to become more and more common in multiplexes around the world, and filmmakers are showing an increased interest in filming with IMAX cameras.
Warner Brothers signed a 20-film deal with Warner Bros. through 2013. This deal will allow Imax to make 3-D versions of upcoming Warner Bros films, such as the highly anticipated "Harry Potter and the Deathly Hallows."