An EPIC Rift With IMAX? Vue's CEO Throws Down The Technology Gauntlet

Published in Science and Technology on Tuesday, August 12th 2025 at 7:56 GMT by Forbes
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I speak to Vue CEO Tim Richards to learn more about his company's ambitious plans to claim the technology high ground and take on IMAX in the premium cinema stakes.

An Epic Rift With IMAX: Vue's CEO Throws Down The Technology Gauntlet

In the high-stakes world of cinematic experiences, where bigger screens and immersive soundscapes define the battleground, a new challenger has emerged to take on the reigning giant. Vue International, one of Europe's largest cinema chains, is positioning itself as a disruptor in the premium large-format (PLF) arena, directly challenging IMAX's long-held dominance. At the heart of this escalating rivalry is Vue's ambitious rollout of its proprietary "VueXtreme" technology, which CEO Tim Richards describes as a game-changer that democratizes high-end viewing without the hefty price tag associated with IMAX certifications.

The rift became public during a fiery keynote at the recent CinemaCon event in Las Vegas, where Richards didn't mince words. "IMAX has had a monopoly on awe-inspiring cinema for too long," he declared, accusing the Canadian behemoth of stifling innovation through restrictive licensing agreements and exorbitant fees. Richards argued that IMAX's model, which requires theaters to pay premium royalties and adhere to strict technical standards, has created an elitist ecosystem that excludes smaller operators and limits consumer access. In contrast, VueXtreme promises comparable—if not superior—visual and auditory fidelity at a fraction of the cost, leveraging advancements in laser projection, curved screens, and spatial audio that Richards claims outpace IMAX's current offerings.

To understand the depth of this challenge, it's essential to delve into the technological specifics. VueXtreme screens boast resolutions up to 8K, with dynamic contrast ratios that Richards says deliver deeper blacks and more vibrant colors than IMAX's laser systems. The technology incorporates haptic feedback in seating, synchronized with on-screen action, creating a multisensory experience that goes beyond traditional 3D or IMAX's XD formats. Moreover, Vue has partnered with emerging tech firms like Dolby and RealD to integrate AI-driven upscaling, which enhances older films for modern displays without the need for costly remastering—a direct jab at IMAX's proprietary remastering process, which studios must pay for to get the "IMAX Enhanced" badge.

Richards' gauntlet-throwing isn't just rhetoric; it's backed by aggressive expansion plans. Vue, which operates over 200 cinemas across the UK, Ireland, and parts of Europe, has already converted 50 locations to VueXtreme, with plans to double that number by the end of 2026. This move comes at a time when the global cinema industry is rebounding from pandemic-era slumps, with blockbuster releases like the latest Marvel epics and sci-fi spectacles driving demand for premium formats. Analysts estimate that PLF tickets, which command prices 20-50% higher than standard ones, account for a growing share of box office revenue—up to 30% in some markets. By offering VueXtreme at ticket prices closer to standard rates, Richards aims to capture this lucrative segment, potentially eroding IMAX's market share, which currently stands at around 1,500 screens worldwide.

The backstory of this rivalry adds layers of intrigue. IMAX, founded in 1967, revolutionized large-format cinema with its massive screens and proprietary film formats, becoming synonymous with epic storytelling in films like "Dune" and "Oppenheimer." However, critics, including Richards, point out that IMAX's growth has slowed in recent years, hampered by high installation costs (often exceeding $1 million per screen) and a reliance on exclusive deals with major studios. Vue, on the other hand, has been quietly innovating since its inception in 2003, focusing on affordability and accessibility. Richards, a veteran of the industry with roots in Australian cinema, has long advocated for breaking down barriers. "We're not just building bigger screens; we're building better experiences for everyone," he told Forbes in an exclusive interview. He highlighted how VueXtreme's modular design allows for easier retrofitting in existing theaters, making it feasible for independent operators who can't afford IMAX's ecosystem.

Industry experts are divided on the potential fallout. Some see Vue's challenge as a much-needed shake-up that could lower barriers to entry and spur competition, ultimately benefiting moviegoers with more options and possibly lower prices. "This is reminiscent of how streaming disrupted traditional TV," says media analyst Laura Martin of Needham & Company. "Vue is essentially creating an open-source alternative to IMAX's walled garden." Others warn that IMAX's entrenched relationships with Hollywood heavyweights like Warner Bros. and Disney give it a defensive edge. IMAX CEO Rich Gelfond responded tersely to Richards' comments, stating, "Imitation is the sincerest form of flattery, but true innovation requires more than bold claims." Gelfond emphasized IMAX's ongoing R&D, including next-gen VR integrations and sustainable projection tech, as proof of its leadership.

The economic implications are significant. If VueXtreme gains traction, it could pressure IMAX to rethink its pricing model, potentially leading to more affordable partnerships. For studios, this means greater leverage in negotiations—why pay IMAX premiums if a comparable format is available elsewhere? Richards envisions a future where VueXtreme becomes the standard for mid-tier cinemas, expanding into emerging markets like Asia and Latin America, where IMAX's footprint is still limited. "We're throwing down the gauntlet because the industry needs evolution, not exclusivity," he asserted.

This isn't Vue's first bold move. The company has previously invested in recliner seating, all-digital projection, and even alternative content like live sports broadcasts to diversify revenue streams. But VueXtreme represents its most direct assault on the premium space. Early adopters report enthusiastic audience feedback, with surveys showing 85% of viewers rating the experience on par with or better than IMAX. Films like the upcoming "Avatar" sequel are already slated for VueXtreme releases, signaling studio interest.

As the dust settles from this epic rift, one thing is clear: the cinema landscape is evolving rapidly. With consumer demand for immersive experiences at an all-time high, the battle between Vue and IMAX could redefine what it means to "go to the movies." Richards' challenge isn't just about technology; it's a philosophical stand against gatekeeping in entertainment. Whether VueXtreme dethrones the king or merely carves out a niche, the gauntlet has been thrown, and the industry is watching closely. This rivalry may well usher in a new era of accessible spectacle, where the thrill of the big screen is no longer reserved for the elite.

Read the Full Forbes Article at:
[ https://www.forbes.com/sites/bennyhareven/2025/08/12/an-epic-rift-with-imax-vues-ceo-throws-down-the-technology-gauntlet/ ]