SM North Edsa will now offer the IMAX experience to its viewers

SM Cinema will open the IMAX Theatre at SM City North Edsa promptly on July 16, 2009 with the showing of Harry Potter and the Half Blood Prince. Now THAT is a great way to showcase the IMAX experience by showing one of the most anticipated movies of the year with scenes exclusively designed for IMAX 3d.

How it works
IMAX’s digital theatre system uses a comprehensive suite of proprietary IMAX technologies, that, when integrated together, creates an experience that consistently puts the audience IN the movie.
IMAX Image Enhancer

IMAX’s proprietary image enhancer brightens the on-screen image, and, through the use of a camera that provides real-time, on-screen feedback, it makes automated adjustments to ensure maximum image fidelity is maintained 100% of the time.

Customized Theatre Geometry

IMAX’s customized theatre geometry maximizes your field of view, putting you IN the movie – and is a key reason why IMAX^®3D is the most immersive cinematic 3D ever created.

IMAX Audio System

IMAX’s powerful audio system delivers laser-aligned digital sound.
IMAX’s Proportional Point Source loudspeaker technology enables listeners to pinpoint the specific location of a sound – with five discrete audio channels. (conventional 5.1 disperses sound through many speakers making it nearly impossible to locate the origin of the sound)
Each IMAX theatre is acoustically treated to present accurate and realistic sound images with the largest dynamic range. This enables the sound to be crisp enough to hear a pin drop and precise enough to know exactly where it dropped.
Each film’s soundtrack is specially mastered for IMAX’s unique sound system.

IMAX Screen

IMAX’s proprietary high-gain screen results in exceptionally bright images and unparalleled 3D
The IMAX screen is slightly curved and sits closer to the audience.

Dual Digital Projectors

IMAX’s revolutionary digital projection technology is “projector agnostic,” meaning that it can utilize commercially available digital technology that best meets IMAX requirements – the projectors are merely a vehicle for IMAX’s proprietary image enhancer, which turbo charges the basic functionality of the light engine.
One of the key benefits of being projector agnostic is that IMAX can adapt and even improve as suppliers develop new technologies.
The current system uses two 2k Christie projectors and has a 1.9:1 aspect ratio – in keeping with the best-tested chip sets – and we continue to work with dual 4k projectors.

IMAX DMR^®

All film content that is played through IMAX’s digital projection system is digitally re-mastered with IMAX DMR technology.
IMAX DMR employs a suite of proprietary image enhancement tools that optimize each image for IMAX presentation. Some of the techniques used to enhance the digital image include sharpening, color correction, contrast and digital artifact removal.