Imax and Cinemark have expanded their partnership with a new 17-theater deal unveiled on Monday.

The latest agreement will see Cinemark add four new Imax screens with laser projection in the U.S. and look to another potential location with laser for South America. In addition, Cinemark will upgrade another 12 Imax locations with laser projection, and bring on three additional Imax 70mm film projection systems.

The move is part of an industry-wide trend where exhibitors respond to the rise of event cinema — with upcoming Hollywood titles this year and next like Avatar: Fire and Ash , Wicked: For Good , Zootopia 2 , The Running Man and Predator: Badlands — by bolstering their Premium Large Format (PLF) strategy.

Imax and Cinemark have expanded their partnership with a

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