Experiments and new tactics happen in business all the time. What Imax and Paramount are doing is no exception. For the upcoming release of the Mission impossible series will only appear on Imax screens for the opening weekend according to The Globe and Mail. This new tactic is being scrutinized by competitors of Paramount. There is potential for great opportunities but also balanced out by possible threats.
With releasing the movie on only Imax for the opening weekend will give the viewer a better experience due to the improved vision. Also, if viewer’s like it, this will create word of mouth advertising so others are more inclined to check it out. Not to mention the increase in prices could create a bigger revenue for the movie.
One problem is that Imax theatres are not as widespread as normal theatres thus reducing the supply and could possibly miss out on a higher demand. This creates the problem of people not being able to see the movie since there is no Imax theatre around or if there is, it’s all sold out.
This tactical experiment could possibly change the market of movie releases forever. If profitable others will follow suit creating a Imax only opening weekend release which will be amazing for the Canadian company.