Mythri Movie Maker’s “Pushpa 2: The Rule,” headlined by Allu Arjun, grossed $1.4 million at the global Imax box office in 16 markets. In India, the film grossed $650,000 from 31 IMAX screens, marking the biggest local-language IMAX opening of 2024 and the fourth-highest IMAX opening ever in the market.
This strong performance comes as Imax continues to see strong growth across Asia Pacific markets, with strong expansion plans in Southeast Asia and significant momentum in local language content, according to CEO Richard Gelfond.
The screen giant has doubled its presence in Indonesia, installing seven new theaters in 2024 alone to reach 18 operational screens with two more in the pipeline. The company now accounts for 5% of Indonesia’s box office revenue, boosted by successful local-language films such as “Dancing Village: The Curse Begins.”
“When I think about Southeast Asia, Indonesia and Malaysia are growing the fastest,” Gelfond said. diverse. “The exhibition community in Indonesia and Malaysia have seen the potential of IMAX and growth in a truly premium market. Malaysia also doubled its attendance this year. Malaysia has 12 IMAX screens operating, with eight more to come.
The company’s content slate in the Asia-Pacific region has expanded significantly, with 61 releases including local language films, documentaries and live events in 2024, out of a total of 110 pieces of content worldwide. “This represents another notable strategic shift as a lot of the content comes from those parts of the world,” Gelfond said.
In South Korea, Imax recently released K-pop group PLAVE’s virtual concert film “Hello, Asterum,” which captured a significant portion of the nationwide box office in just 25 screens.
In China, where IMAX operates 777 screens with another 238 in the pipeline, Gelfond remains optimistic despite the recent slowdown in the market. “The government has taken a much more comprehensive view,” he said, noting increased access to Hollywood films such as “Deadpool & Wolverine” and “Joker: Folie à Deux.” The company expects stronger performance in 2025, driven by expected Lunar New Year releases including “Creation of the Gods 2” and “Nezha 2.”
India presents a mixed picture, with IMAX’s advantageous position helping it overcome broader market challenges. While the total number of screens in India has come down to 6,000 from over 9,000, the number of Imax screens has increased from three to 31 over the past decade with 12 more in the pipeline. The company added six new screens in 2024, matching the record it achieved the previous year.
Japan remains a developing market, with 52 operational screens and nine in the pipeline. The company’s expansion has shifted from urban centers to suburban locations after striking a deal with local exhibition giant Aeon Entertainment. Gelfond noted that local language content, especially animation, has pushed success beyond local borders.
IMAX cameras are seeing increasing adoption globally, with four films currently in development in China. Filmmakers in India and Japan have also expressed interest, while production companies in Indonesia, Malaysia and Korea continue to use traditional cameras with Imax conversion.
In Southeast Asia, IMAX’s growth extends beyond Indonesia and Malaysia to Vietnam and the Philippines. “Economies are evolving very quickly, and the appetite for entertainment has increased dramatically in the past few years,” Gelfond said. “Those areas of the world are where we are more optimistic than anywhere else.”
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