Katarzyna Petru
The dispute with IMAX and the launch of its own premium cinema format Epic have caused the Vue network (including CinemaxX) to begin closing and transforming its IMAX theaters. This is a significant shift, as we are talking about the largest private cinema network in Europe, which has been one of IMAX's key partners for years.
Vue has been collaborating with IMAX since 2015, and in the UK market since 2016. Throughout the years, IMAX large-format screens have been synonymous with "better cinema" for viewers – even if in practice, these were rarely theaters meeting the criteria for true, full IMAX. For many movie enthusiasts, IMAX still represents the pinnacle of classical projection cinema.
This alliance is now falling apart.
From Narnia to Open Conflict
The relationship between Vue and IMAX began to deteriorate with the loud agreement between IMAX and Netflix. It concerns the exclusive theatrical screenings of the new "Narnia," which IMAX agreed to despite a shortened theatrical exclusivity window. For the cinema chain, this was an alarm signal – IMAX, instead of defending the traditional distribution model, started to make concessions to streaming.
Shortly thereafter, Vue presented a direct alternative to IMAX – its own premium format called Epic. This was no longer a minor adjustment to strategy but an open confrontation with the former partner. The situation was further inflamed by recent remarks from the CEO of Vue, who publicly accused IMAX of undermining the entire cinema ecosystem.
Closure of IMAX theaters in the United Kingdom
The effects of this war are already visible in practice. Vue has started closing IMAX theaters in the United Kingdom to transform them into Epic auditoriums. This process has already taken place or is underway in Nottingham, Cheshire, and Leeds. However, Epic is not limited to the Islands. Theaters in this format are being established or are under construction in the Netherlands and Italy as well.
In other regions, such as the Nordic countries, Vue is currently not providing a schedule for changes. As Mirko Engel, PR & Brand Communications Manager for Vue / CinemaxX, stated, IMAX remains a premium partner there – at least for now.
At the same time, Vue's management has announced ambitious plans for Epic's development: at least 50 theaters by 2027, with the first 11 set to launch as early as 2025. Among potential next markets are Denmark, Poland, and Germany.
Epic and “HDR” that isn't HDR
Vue heavily promotes Epic as a format offering HDR, based on Barco projectors. The problem is that we are talking more about marketing than real HDR image quality.
Barco projectors can receive an HDR signal, perform tone mapping, and display brighter images, but this comes at the cost of blacks, meaning dynamic contrast. In practice, the maximum contrast of such projectors is about 1000:1 – and that under ideal conditions where everything in the room is black, including the viewers' clothing.
In contrast, cinematic HDR in the DCI specification requires a minimum contrast ratio of 60,000:1, black level of 0.005 nits, and peak brightness of 300 nits. Today, such parameters are achievable only through LED screens for cinemas. No projector holds DCI HDR certification, and nothing suggests that this will change – unless the HDR specification for cinemas is significantly diluted in the future.
IMAX vs. Epic – the beginning of a bigger change?
The Vue move indicates something more than just a local conflict. It’s another signal that cinema chains are increasingly wanting to have full control over their own premium formats, instead of relying on external brands like IMAX.
The question is whether Epic will actually convince viewers as a real alternative, or if it will remain “IMAX with a different name” and similar technological limitations. One thing is for sure – the war for the premium format in cinemas is just beginning.
