IMAX CEO Breaks Down the ‘Problem’ With Recliners in Theaters

IMAX CEO Richard Gelfond doesn’t want his theaters adopting this recliner trend — and don’t even get him started on ButtKickers.

During a Thursday conference call, a sick Gelfond walked media analysts through the “problem” with the comfortable — yet sizable — seating in movie theaters.

“The problem is, using recliners — for example — you lose 50 percent of your potential seats,” the IMAX CEO explained. “And on weekends and busy periods, IMAX is much higher percentage of capacity than other formats.”

“We’re reluctant to go all the way to recliners,” he continued, citing the specific geometry his rooms survive on. IMAX is, however, testing out “hybrid” and “other forms” of seating — his vague words. With those, Gelfond has found what he described as “a little bit encouraging” results.

Also Read: 'Deadpool'-led Box Office Drives IMAX Q1 Revenue Up 48 Percent

The executive’s chosen words were a little bit stronger and more decisive when asked about adopting D-Box and ButtKicker products for IMAX seating. Gelfond called those chair enhancements “one-trick ponies,” and he wants nothing to do with them.

Despite his cold, the raspy-voiced Gelfond was in a good mood this morning. And why not? His company had just reported a strong first-quarter 2016, thanks mostly to “Deadpool” and “Batman v. Superman” box office rakes.

Read more about the company’s Q1 here.

Unfortunately for IMAX, its stock slumped in the early going this morning. That said, it rose so much sharply in after-hours trading last night, company shareholders can absorb this course-correction of sorts. Below is the last five days worth of trading, to show you what we mean — check out the launch and spike on the far right.

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