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Alice`s adventures buff Imax`s image

By March 9, 2010Newswires

Alice`s adventures buff Imax`s image
by Tim Shufelt

Scarcity is a word that almost never applies to modern mass media.

Riding a remarkable change in fortunes, however, Imax Corp. is unable to meet demand for its large-screen movie format.

"This is the only supply-constrained business in the media world," said James Marsh, an analyst with Piper Jaffray based in New York.

As a result, the Toronto-based company now finds itself stamped with a certain exclusive cachet fuelled by lineups and limited access, Mr. Marsh said.

"It`s an anomaly, but it makes it better. There`s a velvet-rope element to this. If you look at Avatar, people waited around to see it," he said, adding that the company`s new-found cool was probably not by design.

It is more likely a byproduct of Imax`s phoenix-like rise from virtual irrelevance a little more than a year ago.

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