THE BIG SCREEN FIGHTS BACK in how established cinema is in Africa compared to the likes of Europe ,” Dolci explains . “ We are teaching people what a cinema experience can be , whereas in Europe people are generally more used to going to the cinema .”
IMAX is already well-represented on the continent , with theatres spread across South Africa , Kenya , Nigeria , Morocco and Egypt .
Dolci continues : “ Interestingly , it is arguably even more important to provide a state-of-the-art experience here . In places where smartphone and satellite television penetration are rapidly growing , we believe we have particular relevance , and we must give consumers a real reason to go to the cinema .”
Given time , experiences such as VR may also make their way into IMAX ’ s African cinemas - yet another potential project for Dolci to oversee . Whichever way he looks , whether it be Dunkirk , VR or a burgeoning theatre network , it is evident that IMAX is revitalising the big screen industry .
31