IMAX hires Atomic to tout moviegoer pleasure to press

NEW YORK: IMAX, which develops the projection and sound technology for more than 250 giant-screen IMAX movie theaters, has selected Atomic Public Relations to handle its consumer account.

NEW YORK: IMAX, which develops the projection and sound technology for more than 250 giant-screen IMAX movie theaters, has selected Atomic Public Relations to handle its consumer account.

More and more moviegoers are attending mainstream films, including Batman Begins and Charlie and the Chocolate Factory, shown in the IMAX format. But while the Hollywood trades are watching the large crowds, the story of that experience has gone largely untold. Instead, PR has typically either focused on the technology or business story of IMAX, noted Atomic CEO Andy Getsey.

"Customer satisfaction is giant compared to the experience at the average movie theater," said Getsey. "Our job is to tell that story."

San Francisco-based Atomic "surfaced key issues with solid research and presented a strategic, creative plan that fit well with the IMAX style," said Romi Schutzer, VP of corporate marketing and communications, in a statement.

Billings were not disclosed.

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