Imax and Chinese audio-visual technology company Goer Dynamics have announced a partnership to develop what they say will be the first Imax-branded in-vehicle entertainment system, with commercial production planned for later in 2026. The system will be marketed to premium carmakers in China and reflects Imax’s attempt to extend its brand beyond cinemas into other entertainment categories. The move matters because carmakers are increasingly treating in-car media systems as a selling point, particularly as autonomous and smart vehicle technology advances.

The planned system combines Imax-designed sound architecture with a fold-down 4K HDR screen, alongside features intended to reduce audio distortion and adjust picture quality to changing light conditions inside the vehicle. It will come in different configurations so it can be adapted for various vehicle models, cabin layouts and price levels. Goer Dynamics, founded in 2020 under Goer Group, says it has already installed its in-car audio-visual technology in nearly three million new energy vehicles, while Imax China, the Hong Kong-listed subsidiary involved in the deal, is positioning the partnership as part of a wider expansion into live events, home entertainment and merchandise.