IMAX Announces Digital 3D Motion Picture Camera Initiative

On the heels of this week's announcement between IMAX Corporation , Discovery Communications and Sony Corporation to create a cable television network devoted entirely to 3D content, IMAX announced that it is developing its first IMAX 3D digital camera. IMAX expects its first prototype to be ready by early 2010, with the goal of an official launch in 2011. The new IMAX 3D camera is planned to be a component of a suite of IMAX-branded products and services available to studios, partners and filmmakers for use in production of premium 3D content.

The benefits of the IMAX 3D camera are expected to include:
- Proprietary, differentiated content for the IMAX theatre network.
- Increased content for the Company's planned joint venture 3D TV Network.
- Lower production costs, due to the elimination of expensive film stock.

Among the key areas of focus for IMAX's exploration of strategic brand extension plans will be:
- 3D in-home entertainment technology, including television, home theatres and additional consumer products.
- Digital re-mastering and conversion of movie and television content using our proprietary technology to include both 2D, 3D and high-definition formats.
- Increased post-production opportunities.
- Partnering with leading technology, studio, programming, content and consumer electronics companies to enhance awareness of the IMAX brand and IMAX technology, and build on the company's reputation for innovation and excellence.

Source: CNN Money