In the 90s, IMAX films were relegated to science and film magazines. To broaden public and media acceptance of this special movie-going experience, we opened the country’s first multiplex to house an IMAX theatre for our client Sony Theatres / Loews Cineplex, and subsequently launched over a dozen large format films. We generated breakthrough mainstream coverage, securing unprecedented placements and high visibility in the nation’s most important outlets. Our media education and saturation played a role in accelerating the growth of IMAX films as legitimate mainstream releases. Today major studios produce and release films simultaneously in both 35 mm and large format with great success.