IMAX Uses AI to “Blowup” Images for IMAX Theaters

IMAX CEO, Richard Gelfond, shares the company's use of AI to upscale non-IMAX footage for enhanced viewing experiences.

As the entertainment industry has been navigating through the development and use of artificial intelligence (AI), IMAX CEO Richard Gelfond recently unveiled that the company has been experimenting with AI for years, but rather than replacing the human touch in storytelling, IMAX is harnessing the power of AI to redefine post-production, enhancing audiences’ viewing experiences with IMAX screens.

Gelfond delved into how the company tries to employ AI to upscale images shot on non-IMAX cameras to make them suitable for the massive IMAX screens. Through AI, IMAX sharpens images, refines their edges, and eradicates graininess, ensuring that even if a film was not shot with IMAX cameras, it can still be experienced in its full grandeur on the big screen. This strategic approach continues to make IMAX theaters recognized worldwide for their immersive experiences with high-quality images. 

IMAX’s AI aspirations do not end with image enhancements. Gelfond discussed the pivotal role AI will play in data analytics, marketing, and audience targeting. He highlighted the vast amount of data that would give IMAX a sharper perspective on its audience's preferences, leading to more personalized experiences with the capabilities of AI tools to sift through the information. This keen interest in AI is further underscored by IMAX's strategic acquisition of Ssimwave, hinting at a broader vision for the integration of AI in their operations. 

Gelfond also discussed the IMAX proprietary algorithm, a groundbreaking technology that transforms footage from non-IMAX cameras into visuals fit for the expansive IMAX screens. The recent sci-fi movie ‘The Creator’ stands as testament to this technology, as it was shot entirely on a non-IMAX Sony FX3 camera, yet underwent a visual metamorphosis to suit the IMAX grandeur. 

Amongst a wide range of discussions around the advancement and use of AI in Hollywood from diverse groups of professionals, many of which are concerned about regulating the power of AI tools and usage, Gelfond provides a point of view from post production that demonstrates how AI allows more room for creativity and an enhancement of audience experience.