IMAX Corporation Forms Strategic Partnership With DHJ Media To Produce Networked Digital Billboards

IMAX's DPI Unit to Sell 400 Projection Systems Valued at Approximately

$15 Million as Part of First Installation in London Underground



Apr 09, 2001, 01:00 ET from IMAX Corporation

    TORONTO, April 9 /PRNewswire/ -- IMAX Corporation (Nasdaq:   IMAX; TSE: IMX)
 today announced a strategic partnership which will expand IMAX's
 market-leading digital projection technology into the realm of digital
 electronic billboards and result in the largest single order in the history of
 IMAX's Digital Projection International Limited (DPI) subsidiary.
 Specifically, IMAX signed an agreement with Sweden's DHJ Media AB to develop
 and install digital media network systems that will replace traditional poster
 advertising with high revenue digital billboards.  The companies announced
 today that the London Underground is the first location to enter into a
 definitive agreement for the installation of such a digital billboard system.
     (PHOTO:  http://www.newscom.com/cgi-bin/prnh/20010409/NYM012 )
     To be marketed under DHJ's trademarked "Outdoor Evolution Systems," the
 IMAX-DHJ networked digital billboard system will allow billboard owners the
 ability to dramatically increase revenues per billboard and will allow
 advertisers to target their audience on an hourly basis.  Digital billboards
 are designed to maximize the impact of advertising dollars by allowing ads to
 be directed to any given location at any designated time of the day, thus
 allowing for better timeliness of messages, flexibility, and the ability to
 purchase the entire billboard network.  IMAX's expertise in image projection,
 reliability and commitment to excellence should ensure only the
 highest-quality presentation of the advertiser's image and message.
     Under the terms of IMAX's agreement with DHJ, IMAX will sell the digital
 projectors that will display the images, and DHJ will provide the network
 functions as well as the billing, scheduling and distribution of ads.  IMAX
 and DHJ agreed to market the Outdoor Evolution System to five potential
 locations in Europe.  As a result, the London Underground has placed an order
 with IMAX for 400 digital projectors with a value of close to $15 million, the
 largest order ever for IMAX's DPI subsidiary.  The first 100 systems are
 expected to be installed by the end of 2001, with the balance expected to be
 delivered over the following 12 to 24 months.  TDI Outdoor, a subsidiary of
 Viacom Inc., will handle the advertising sales for the London Underground
 system.  IMAX and DHJ also announced that they have entered into a marketing
 co-venture to target the sale of Outdoor Evolution Systems to five potential
 customers in North America including transit systems, shopping malls and movie
 theatre chains.
     IMAX co-CEOs Richard L. Gelfond and Bradley J. Wechsler said, "This new
 technology has the potential to revolutionize the world of billboard
 advertising in terms of message presentation, target marketing, audience
 impact, enhanced revenue generation and return on advertising investment.
 Whereas a billboard advertisement now is confined to a still picture that is
 changed sporadically, a digital billboard can display moving images such as
 movie trailers, and show multiple advertisements every hour.  Such a billboard
 can advertise coffee in the morning, retail shopping in the afternoon, and
 show a preview of that night's television line-up during the evening rush
 hour.  The result suggests a win-win for everyone; with advertisers able to
 buy just the demographics they want and billboard companies able to sell the
 same space multiple times in a day."
     Messrs. Gelfond and Wechsler continued, "We believe that our partnership
 with DHJ and the Outdoor Evolution digital billboard system create a
 significant opportunity for DPI and we are excited to enter this market with
 DHJ.  The first order under this agreement for the London Underground is the
 largest single order in our DPI subsidiary's history and represents the first
 of hopefully many such contracts."
     Per Johnson, CEO of DHJ, said, "We are excited to be working with IMAX.
 IMAX's strong history of reliably providing the highest quality images made
 them an obvious partner for this venture where the quality of the image is so
 important.  We expect that the Outdoor Evolution system will dramatically
 increase the productivity and market size of the billboard advertising
 industry.  With this partnership, we are well-positioned to help create and
 capitalize on this highly-attractive emerging market."
     DHJ Media AB, a new media company with headquarters in Stockholm and
 offices in London and New York, designed and patented the unique projected
 advertising system called 'Outdoor Evolution.'  Among the principal external
 shareholders of DHJ are AB Industrivarden, Sweden's second largest investment
 company.
     IMAX Corporation and its subsidiaries comprise one of the world's leading
 entertainment technology companies, with particular emphasis on film and
 digital imaging technologies, including giant-screen images, 3D presentations,
 digital post-production and digital projection.  There were more than 220 IMAX
 theatres operating in 28 countries around the world as of December 31, 2000.
 IMAX's subsidiaries include Digital Projection International, whose primary
 business is the design and manufacture of high-end digital image delivery
 devices and DKP/70MM Inc., award-winning specialists in image quality control
 and post-production.  IMAX Corporation is a publicly traded company listed on
 both the Toronto and Nasdaq stock exchanges.  More information on the Company
 can be found at http://www.imax.com.
     This press release contains forward-looking statements that are based on
 management assumptions and existing information and involve certain risks and
 uncertainties which could cause actual results to differ materially from
 future results expressed or implied by such forward-looking statements.
 Important factors that could effect these statements include the timing of
 theatre system deliveries, the mix of theatre systems shipped, the timing of
 the recognition of revenues and expenses on film production and distribution
 agreements, the viability of new businesses and fluctuations in foreign
 currency and in the commercial exhibition market.  These factors and other
 risks and uncertainties are discussed in the Company's Annual Report on Form
 10-K for the year ended December 31, 2000 and in the subsequent reports filed
 by the Company with the Securities and Exchange Commission.
 
 

SOURCE IMAX Corporation
    TORONTO, April 9 /PRNewswire/ -- IMAX Corporation (Nasdaq:   IMAX; TSE: IMX)
 today announced a strategic partnership which will expand IMAX's
 market-leading digital projection technology into the realm of digital
 electronic billboards and result in the largest single order in the history of
 IMAX's Digital Projection International Limited (DPI) subsidiary.
 Specifically, IMAX signed an agreement with Sweden's DHJ Media AB to develop
 and install digital media network systems that will replace traditional poster
 advertising with high revenue digital billboards.  The companies announced
 today that the London Underground is the first location to enter into a
 definitive agreement for the installation of such a digital billboard system.
     (PHOTO:  http://www.newscom.com/cgi-bin/prnh/20010409/NYM012 )
     To be marketed under DHJ's trademarked "Outdoor Evolution Systems," the
 IMAX-DHJ networked digital billboard system will allow billboard owners the
 ability to dramatically increase revenues per billboard and will allow
 advertisers to target their audience on an hourly basis.  Digital billboards
 are designed to maximize the impact of advertising dollars by allowing ads to
 be directed to any given location at any designated time of the day, thus
 allowing for better timeliness of messages, flexibility, and the ability to
 purchase the entire billboard network.  IMAX's expertise in image projection,
 reliability and commitment to excellence should ensure only the
 highest-quality presentation of the advertiser's image and message.
     Under the terms of IMAX's agreement with DHJ, IMAX will sell the digital
 projectors that will display the images, and DHJ will provide the network
 functions as well as the billing, scheduling and distribution of ads.  IMAX
 and DHJ agreed to market the Outdoor Evolution System to five potential
 locations in Europe.  As a result, the London Underground has placed an order
 with IMAX for 400 digital projectors with a value of close to $15 million, the
 largest order ever for IMAX's DPI subsidiary.  The first 100 systems are
 expected to be installed by the end of 2001, with the balance expected to be
 delivered over the following 12 to 24 months.  TDI Outdoor, a subsidiary of
 Viacom Inc., will handle the advertising sales for the London Underground
 system.  IMAX and DHJ also announced that they have entered into a marketing
 co-venture to target the sale of Outdoor Evolution Systems to five potential
 customers in North America including transit systems, shopping malls and movie
 theatre chains.
     IMAX co-CEOs Richard L. Gelfond and Bradley J. Wechsler said, "This new
 technology has the potential to revolutionize the world of billboard
 advertising in terms of message presentation, target marketing, audience
 impact, enhanced revenue generation and return on advertising investment.
 Whereas a billboard advertisement now is confined to a still picture that is
 changed sporadically, a digital billboard can display moving images such as
 movie trailers, and show multiple advertisements every hour.  Such a billboard
 can advertise coffee in the morning, retail shopping in the afternoon, and
 show a preview of that night's television line-up during the evening rush
 hour.  The result suggests a win-win for everyone; with advertisers able to
 buy just the demographics they want and billboard companies able to sell the
 same space multiple times in a day."
     Messrs. Gelfond and Wechsler continued, "We believe that our partnership
 with DHJ and the Outdoor Evolution digital billboard system create a
 significant opportunity for DPI and we are excited to enter this market with
 DHJ.  The first order under this agreement for the London Underground is the
 largest single order in our DPI subsidiary's history and represents the first
 of hopefully many such contracts."
     Per Johnson, CEO of DHJ, said, "We are excited to be working with IMAX.
 IMAX's strong history of reliably providing the highest quality images made
 them an obvious partner for this venture where the quality of the image is so
 important.  We expect that the Outdoor Evolution system will dramatically
 increase the productivity and market size of the billboard advertising
 industry.  With this partnership, we are well-positioned to help create and
 capitalize on this highly-attractive emerging market."
     DHJ Media AB, a new media company with headquarters in Stockholm and
 offices in London and New York, designed and patented the unique projected
 advertising system called 'Outdoor Evolution.'  Among the principal external
 shareholders of DHJ are AB Industrivarden, Sweden's second largest investment
 company.
     IMAX Corporation and its subsidiaries comprise one of the world's leading
 entertainment technology companies, with particular emphasis on film and
 digital imaging technologies, including giant-screen images, 3D presentations,
 digital post-production and digital projection.  There were more than 220 IMAX
 theatres operating in 28 countries around the world as of December 31, 2000.
 IMAX's subsidiaries include Digital Projection International, whose primary
 business is the design and manufacture of high-end digital image delivery
 devices and DKP/70MM Inc., award-winning specialists in image quality control
 and post-production.  IMAX Corporation is a publicly traded company listed on
 both the Toronto and Nasdaq stock exchanges.  More information on the Company
 can be found at http://www.imax.com.
     This press release contains forward-looking statements that are based on
 management assumptions and existing information and involve certain risks and
 uncertainties which could cause actual results to differ materially from
 future results expressed or implied by such forward-looking statements.
 Important factors that could effect these statements include the timing of
 theatre system deliveries, the mix of theatre systems shipped, the timing of
 the recognition of revenues and expenses on film production and distribution
 agreements, the viability of new businesses and fluctuations in foreign
 currency and in the commercial exhibition market.  These factors and other
 risks and uncertainties are discussed in the Company's Annual Report on Form
 10-K for the year ended December 31, 2000 and in the subsequent reports filed
 by the Company with the Securities and Exchange Commission.
 
 SOURCE  IMAX Corporation