Question · Q4 2025
Patrick Scholl inquired about any differences in the return profile or the speed to reach a steady state of Per Screen Averages (PSAs) when installing a second screen in an existing zone versus entering a completely new market.
Answer
CEO Richard Gelfond indicated there doesn't appear to be a significant difference, as a second screen leverages existing brand recognition and success within a proven zone. He expects similar return profiles and anticipates more second screens materializing this year. CFO Natasha Fernandes added that IMAX's experienced team rigorously analyzes each location to ensure it meets ROI hurdles, regardless of whether it's a new market or a second screen.
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