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bigger louder brighter more real building a strategy to bring people back to movie theaters is no harder than ever , the silver screen giant IMAX it could be a question , they're calling it the future of cinema and the two things I'm actually new lately technology really does feel like a gigantic step forward who feel as an experience , but there are new players in the game and the market itself is changing dramatically , video on demand services like Netflix Amazon prime HBO all one piece of the pie to wear this irex fit in all of this , I don't want you he'd reporting for Reuters from the first European I'm explains it theater and I'm about to watch the war , a film about the French why all of this that walked between the two towers of the World Trade Center , the perfect pitch , I make the show just how far it's willing to go so you can think of avatar , think about walking through the forest and all the colors suddenly appear were absent that's one of the other benefits of , the number of cinema goers in the UK effecting eight year low come to one point six billion people who swarmed movie theater in postwar nineteen forty six detailed no less than ten percent of that number , in an empty cinema room I met with the president anemic Europe and asked him how he hoped to stop the downfall , when people take refuge when the experience that they go out to see a movie in a in a movie theater is not a good experience so you know I think cinema has to continue to evolve technologically and make sure that when consumers do leave their home and give them a compelling reason to do so it's a great experience and I think that's what I maxed out my Max would later I'm especially enhances , but this new laser technology isn't , only thing I make is investing in , we're in for a lot of possibilities I'm investing million teenagers but we have a great film fine now for documentaries Italy brings New World out there traditional companies have to constantly reinvent themselves , up to now more than ever if you feel like watching the movie