Imax and Goer Dynamics to launch in-car cinema system in China
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Imax and Chinese audio-visual firm Goer Dynamics have announced a partnership to develop what they describe as the first in-vehicle entertainment system to carry the Imax brand, with commercial production planned for later this year. The move is significant for Imax as it continues efforts to extend its brand beyond traditional cinemas into areas such as live events, home entertainment and merchandise, betting that the rise of autonomous driving will make immersive in-car entertainment a bigger factor in vehicle purchasing decisions.
Under the agreement, Imax China (the Hong Kong-listed arm of Imax Corp) and Goer Dynamics will jointly design the system and co-market it to premium Chinese automakers. It combines a proprietary Imax acoustic setup with a flip-down 4K HDR screen, ultra-high dynamic range audio, and ambient-light adaptation technology, and will come in adjustable configurations to suit different vehicle tiers and speaker layouts. Goer Dynamics, founded in 2020 and owner of audio brands including Dynaudio and Libratone, has already equipped nearly three million new energy vehicles with its in-car audio-visual technology.
- Imax and Goer Dynamics to launch first Imax-branded in-car entertainment system
- System pairs 4K HDR flip-down screen with high-end acoustic technology
- Targets premium Chinese automakers, with production planned for later this year
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Imax is best known for large-format cinema screens and sound systems designed to make films feel more immersive. Its China business is listed in Hong Kong, while the wider Imax company has been seeking new ways to use its brand outside conventional cinemas.
Goer Dynamics is a Chinese company that makes audio and visual technology for vehicles. It owns established audio brands and already supplies systems for many electric and other new-energy vehicles in China, the world’s largest car market.
Car makers are increasingly adding larger screens, better sound and other entertainment features to help distinguish higher-priced models. Interest is also linked to the longer-term prospect of more automated driving, when passengers may have more time to watch films or other content while travelling.
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Originally published by Variety as “World’s First Imax In-Vehicle Entertainment System Set for China in Partnership With Goer Dynamics”.