THE SEARCH FOR EXCELLENCE STARTS WITH YOU

2025

IMAX is delighted to introduce the IMAX Excellence Awards, recognizing the gold standard in commercial excellence amongst its theatre partners and the added value they bring to the IMAX Global network day in, day out.

The Excellence Awards program has been designed specifically to celebrate the fantastic initiatives that our theatre partners undertake throughout the year to drive performance and deliver commercial excellence. At the same time, we want to promote a sense of inclusivity and community across the IMAX global theatre network.

This award recognizes and supports theatre locations with outstanding performance, measured using a blend of local currency and USD metrics.*

*Separate programs will run in N. America, China, LATAM, EMEA & APAC. In order to qualify, each participating theatre location must have been open and operating for at least one year prior to the start date.

This award celebrates the best local marketing campaign in each region that creates excitement and drives urgency to purchase IMAX tickets.*

We are looking for campaigns that demonstrate the following criteria:

• Creativity
• Conversion
• Footfall/Traffic
• Digital/Social Reach
• IMAX Brand Education

Eligible campaigns should be submitted by theatre location management in the form of a marketing summary highlight document that includes photos, videos etc in support.

Local marketing campaign submissions will open on March 1^st 2025, and we ask that all submissions are made no later than June 1^st 2025.

*Separate programs will run in N. America, China, LATAM, EMEA & APAC.

The winner of Best Performing IMAX Theatre award in each region will win a prestigious custom designed IMAX award.

There will also be a replica award sent to the Head Office of the Best Performing IMAX Theatre award winners.

The winner of the Best Local Marketing Campaign by an Exhibitor will be determined by their respective IMAX regional marketing teams, with the winning theatre earning a prestigious custom designed IMAX award.

Both awards will also include $1,000 USD cash prizes for the theatre staff social fund, subject to the exhibitor’s HR policies.

This global exhibition focused incentive is directed at head office level to encourage our exhibitor partners to unlock unprecedented levels of support across their circuits that is specifically targeting the FFI title ‘F1’.

We will reward the most standout 360 campaign spearheaded by the corporate/head office with a ‘grand prize’ of an all expenses paid* employee appreciation event.

*up to $12,000

Campaign Mechanics: Boost Sales and Attendance: Offering incentives (like discounts, bonuses, or marketing support) to would buy audience and encourage exhibitors to give more visibility or prime placement to FFI releases. This can directly lead to higher sales, ticket purchases, and indexing

Increase Competitive Edge: Differentiate FFI offerings from competing PLFs

Encourage Wider Distribution: Encourage exhibitors to show title in more locations or at multiple times, helping the title to reach a broader audience

Facilitate Better Market Insights: Reward better data and feedback from exhibitor head offices to IMAX regional partner

Increase Customer Engagement: Host special events, screenings, or exclusive releases. Drive customer engagement and digital footprint

Increase Exhibitor Budgets & Commitments: Encourage exhibitors to go above and beyond their average budget spend and commitment for Tier 1 titles

Terms and Conditions

Best performing IMAX theatre FAQ

This award is linked to theatre performance, measured using a blend of local currency and USD metrics.

We will use a blend of year on year percentage variance calculated using the local currency as well USD y.o.y variance.

All theatres that have been open and operating for at least one year prior to the start date will be considered.

We have opted for a mix of local currency and USD variance in order to cater for this. We will also review all of the results in order to capture any anomalies.

The evaluation period will be from July 1st 2024 – June 30th 2025.

Separate programs will run in the N. America, China, LATAM, EMEA and APAC.

We do not currently have a “Special Mention” award, but in the future we may expand the awards to include more categories.

We do not currently have an award for newly opened theatres, but in the future we may expand the awards to include more categories.

It is not anticipated that any surveys or sites visits will be required by IMAX as part of this program

BEST LOCAL MARKETING CAMPAIGN BY AN EXHIBITOR FAQ

Instructions on how to submit entries will be shared with exhibitors before submissions open.

There is no training required as part of this program.

We are looking for campaigns that can demonstrate one or more of the following; creativity, conversion to IMAX ticket sales, increase in theatre footfall and/or web visits, social media reach & engagement and IMAX brand education.

Campaigns which have been executed from Head Office are not eligible. This award is designed to reward the local ingenuity and innovation of individual theatre locations, and celebrates the best local marketing campaign, run at an individual theatre level OR at a regional (DMA) level.

The award will be judged by a panel of IMAX marketing executives with one theatre (or regional DMA) be selected as the winner across each of the five global regions.

The award is for one specific campaign, but multiple submissions can be made for different campaigns run by the same exhibitor.

Yes, however, the award is based on local ingenuity and innovation primarily.

There is no specific time period for the activity - it could be a one-off campaign, or a seasonal/continuity campaign.

There is no restriction on the type of campaign activity, as long as it creates excitement and drives urgency to purchase IMAX tickets.

Yes, examples of standout campaigns will be shared after the competition.

No, as long as all criteria for consideration is demonstrated.

REFERENCE
DOCUMENTS

Welcome to our Resources page!

Welcome to our Resources page! Here, you'll find a collection of guidelines and information designed to support your IMAX Excellence Awards journey.

For more info, please contact your regional IMAX representative:

Julie Ngo

IMAX Corporation (EMEA)

JNgo@imax.com

Renato Cruz

IMAX Corporation (LATAM)

RCruz@imax.com

Richard Yum

IMAX Corporation (APAC)

RYum@imax.com

Chase Martin

IMAX Corporation (US & Canada)

CMartin@imax.com

Tommy Wang

IMAX China (Greater China)

TWang@imax.com

THE SEARCH FOR EXCELLENCE STARTS WITH YOU

Best performing IMAX theatre FAQ

What are the specific criteria by which performance will be measured? Will the location with the highest box office win?

What exactly is the blend of currency metrics?

Is this an award that we need to submit an entry for, or will all IMAX theatres be automatically entered?

What if there are significant currency fluctuations between our country’s currency and USD through the year?

What is the specific BO evaluation period for this award, from what date to what date?

Is this a competition among cinemas globally or are they divided by country/region?

Would there be some kind of “Special Mention” award for outstanding achievements that are very specific and maybe not fitting with the criteria of the main award?

As the newly opened theatres are not in the main award, is there also a “Best Theatre launch campaign” category for instance?

Will there be anything needed from the theatre teams such as surveys or site visits?

BEST LOCAL MARKETING CAMPAIGN BY AN EXHIBITOR FAQ

Is there a template that should be used to submit entries?

Will any talking points or training be included in this program?

Is there specific information that must be included at a minimum to be eligible? What are the criteria for this category?

Are campaigns which have been led by Exhibitor Head Offices across a number of theatres, eligible?

How will the award be judged?

Is the award for one specific campaign, or across multiple campaigns?

Are campaigns where IMAX has contributed budget still eligible?

Do the campaigns need to have run for a specific period of time?

Does this marketing campaign need to be specifically tied to a certain movie? Or can it be a long-running activity?

Will excellent campaign case studies be shared with us after the competition for learning purposes?

Is there a requirement for the size or scale of the marketing activities?

REFERENCE DOCUMENTS

REFERENCE
DOCUMENTS