It might get messy but ultimately, competition should mean better options for the average cinema audience.
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There’s no doubt that in the world of premium cinema formats, IMAX is the dominant brand. Go to one of its flagship screens, which combine a huge screen with equally huge sound, and it’s hard to argue against it. However, when it came to upgrading the largest screen in its recently acquired Nottingham venue, Vue instead used it as a launch pad for its new premium large-format brand, EPIC by Vue. Following a visit to see the new screen in person, I spoke at length to Vue CEO Tim Richards on the background behind the launch that looks to set up an EPIC vs IMAX battle.
Regaining the technology lead
While Vue is well-established in the UK and Europe, I put it to Tim that before the introduction of EPIC, it lagged behind other brands that put more emphasis on their laser-projector-equipped premium large-format (PLFs) screens.
I could see that this perception concerned Richards, who said that Vue saw itself as an innovator. To back this up, he pointed to the fact that in 2017 Vue had installed high-quality Sony 4K digital projection in its flagship London Leicester Square locations, and also launched VueXtreme screens as far back as 2012.
He also pointed to its use having pioneered the use of AI for film programming, which, he said, delivers greater choice by automatically varying films to cater to different audiences. He also pointed to the introduction of an innovative QR system at its Swindon site, designed to remove queues by removing staffed concession desks, and giving customers more choice by enabling them to make their own food combinations, from milkshakes to hot dogs. He says the aim is to take it a step further and implement an Amazon Fresh-style system that employs facial recognition to make things even more seamless.
Despite the enthusiasm for cutting-edge tech, Richards admitted that on the projection side, in recent years, Vue had prioritized growth over maintaining a lead. “It pains me to say this, but when we started getting aggressively building out across Europe, we took our foot off the gas a little bit on the Xtreme screens — and we shouldn’t have done that. It is about creating a brand and standing behind it as a point of difference from other screens. And initially, we did it — we were telling our customers about it. And then over the years, we let it filter down, and then it just became another big screen. So, we wanted to get back into it.”
And back into it they have, with EPIC by Vue offering HDR by Barco, the most advanced cinema projection technology available in the market, along with Dolby Atmos, widely considered to be the most sophisticated theatrical audio solution.
IMAX Technology Stagnation?
Like IMAX, Richards hails from Canada, and having been in the business for over 35 years, he has seen the rise of the format from its early origins as a film system for documentaries to its use in mainstream moviemaking.
“I grew up in Toronto with IMAX, and for me, it always stood for cutting-edge technology and big screens with incredible sight and sound. And they were market leaders for a long time.”
Notably, Richards puts this in the past tense. Now he says, “most people have drunk the Kool-Aid,” and that, from a technology perspective, IMAX had “lost its way.”
“For me, they are a marketing company now and not a technology company. Most of their equipment is based on 10-year-old technology.”
There’s no denying that while it has been rolling out laser projectors for some years, many IMAX venues are still using older lamp-based Xenon projectors, which offer a dimmer, less vibrant image than laser.
On top of that, it has yet to introduce an HDR-capable laser projection system, meaning that in image quality stakes, it lags behind Dolby Cinema and HDR by Barco, an area where Richards wasn’t willing to compromise. “I wanted the very, very, very best available there was: full stop.”
Richards’ frustration also extended to IMAX’s marketing strategy, suggesting that it was misleading, asking, “Does anyone know what Filmed for IMAX means? Because that is what’s being used on all the trailers now.”
Vue does have several IMAX locations, though, including the Manchester Printworks , the only commercial cinema in the UK capable of screening both IMAX 1.43:1 images in both IMAX digital and IMAX 70mm film formats. For many, only the latter can be considered “true” IMAX. Indeed, Richards referred to 70mm IMAX presentations as “amazing,” and confirmed that he was “100%” committed to keeping that in place at the Printworks.
The 45-day Theatrical Window
It was also evident that there was some frustration with how IMAX was choosing to do business, primarily the deal that exclusively locks the theatrical release of Greta Gerwig’s upcoming Netflix-backed Narnia movie to IMAX screens for two weeks, meaning cinemas will lose out on revenue that might come from showing it on their other screens.
He observed that despite the huge success that Apple and Amazon have enjoyed by giving their films theatrical releases, Netflix is not interested in doing so. While this is frustrating, he seemed frustrated that IMAX is encouraging this anti-cinema approach with its Netflix deal for Narnia, suggesting an ‘us and them’ approach. “[IMAX] represents less than one per cent of screens worldwide, and there’s the 99% which drives the theatrical business.”
He also expressed disappointment that CEO Richard Gelfond has doubled down on this approach with his statement that IMAX will seek to replicate the deal with the other streaming companies. Not only that, but Gelfold has suggested that in response to cinema chains threatening not to show Narnia at all on their IMAX screens his company would force them to do so via a legal route, which he bluntly referred to as a “nuclear” option.
While this all seems rather unfortunate, it seems to have put the wind in the sails for Richards to push ahead with its EPIC format, with an aggressive rollout across its portfolio, with 50 screens promised across Europe by the end of 2027.
Making Mini EPICs?
Richards said that even before its launch, other smaller exhibitors had approached Vue on the possibility of sub-licensing the EPIC brand (which itself consists of Barco and Dolby technologies) to offer it inside their venues – a bit like a Starbucks being available inside a bookstore or a supermarket. Richards said that it was only considering this option, but I could see it making sense. While other PLFs lack a strong identity, there is more to EPIC than its technology components, with Richards emphasizing the consistency of room design that Vue will bring to EPIC.
Premium Cinema For All
How successful EPIC will be remains to be seen, but ultimately, intra-industry politics could be a wonderful boon for the average cinema goer.
Richards points out won’t be too difficult to overtake the number of IMAX screens even in established regions such as Germany and Italy, admitting that “it’s a low bar.”
As one would hope for someone who was formerly the governor and later Chair of the BFI, speaking to Richards, I got a sense that he was someone who not only cared about the dollars and cents, but also loved movies and cared about making going to see them a better experience for everyone.
He said that the aim of EPIC by Vue was to offer something that would not only enhance blockbusters but also every film.
“You don’t need a Marvel or a DC film to do that. We want the Downton Abbey audience to experience it on an EPIC screen. That atmospheric, historical drama where you’ll hear doors creak behind you and people walking on wood floors. We want that enveloping sound. The sound is huge — and [then] you marry that with a great projector and a great image on the screen.”
It’s hard not to admire this desire to democratize premium cinema for the masses, which means that the bounce back that cinema seems to be having continues.
“We’re trying to bring these screens for all films. You know, this isn’t just the big popcorn and Coke summer movies. This is for all movies.”
Further reading:
Barco HDR Cinema Tech To Reach 30 US Theatres By The End Of 2025
EPIC By Vue Review: Is It A True IMAX Rival?
Barco Light Steering Uses AI Tech To Bring True HDR To The Big Screen