IMAX bullish on China market

Firm enhances ties with cinema chain partner to further tap demand from local audiences

Growing demand by Chinese consumers for quality content and a better watching experience is boosting the local premium film screening market, which should lead to more robust growth of the sector, an industry insider said.

"A growing number of Chinese consumers are seeking premium film watching experiences, and we are working to deliver more quality and differentiated content with our technologies, things that Chinese audiences want to see and want to enjoy," said Jim Athanasopoulos, chief financial officer of IMAX China.