IMAX Corporation has officially announced its return to Hyderabad after an 11-year hiatus, partnering with AMB Cinemas—the luxury multiplex chain co-owned by superstar Mahesh Babu—to install a state-of-the-art IMAX screen. The move, confirmed this week, arrives just ahead of the highly anticipated release of the cinematic project ‘Varanasi,’ signaling a strategic push to capture the growing premium film market in India.
A Decade-Long Absence Concluded
The city of Hyderabad has been without an IMAX-branded screen since 2013, when the city’s previous facility transitioned away from the proprietary format. For over a decade, cinephiles in one of India’s most vibrant film hubs have relied on standard digital formats, despite the region’s massive appetite for large-format blockbusters.
This partnership between IMAX and AMB Cinemas aims to bridge that gap by integrating cutting-edge projection technology into one of the most successful multiplex chains in South India. The integration is expected to be completed in time for the upcoming theatrical slate, catering to audiences seeking the high-fidelity sound and immersive visual experience that IMAX is known for globally.
The Strategic Expansion of Premium Formats
The deal is part of a broader expansion strategy for IMAX in the Indian subcontinent. Alongside the Hyderabad location, the company has confirmed plans to open two additional theaters across the country, aiming to capitalize on the increasing demand for ‘event cinema‘ and premium ticket pricing.
Market analysts suggest that the return to Hyderabad is driven by the consistent box-office performance of large-scale Indian films. According to industry data, regional films have increasingly dominated domestic revenue, and premium formats are now viewed as essential for maximizing theatrical returns on high-budget productions.
Industry Impact and Audience Expectations
For the Indian film industry, the inclusion of IMAX screens in key markets like Hyderabad represents a shift toward more sophisticated infrastructure. Directors and producers are increasingly mastering their content specifically for the IMAX format to enhance the scale and scope of their storytelling.
Prominent figures in the industry, including filmmaker S.S. Rajamouli, have long advocated for broader IMAX accessibility in India. The infrastructure upgrade at AMB Cinemas is expected to set a new standard for luxury viewing experiences in the region, likely pressuring other multiplex chains to upgrade their existing facilities to remain competitive.
Future Implications for the Multiplex Market
As IMAX prepares for its Hyderabad launch, industry watchers are monitoring how this will influence ticket sales for upcoming high-budget releases. If the initial occupancy rates at the new AMB Cinemas location meet projections, it is highly likely that IMAX will pursue further partnerships with other major multiplex operators in secondary Indian cities.
The shift also highlights a growing trend of collaborative branding between Indian film stars and global technology giants. By aligning his brand with IMAX, Mahesh Babu is positioning AMB Cinemas as the premier destination for high-end cinematic experiences, a move that will likely be watched closely by competitors across the domestic exhibition market.
