Since 2002, Imax Corp. has set the bar for quality in film cinemas across North America. Its 70mm film stock brought increased resolution and picture quality. This, coupled with a separately contained soundtrack, helped immerse audiences in a way that traditional projectors did not. In the last 15 years, Imax has become a name synonymous with innovation in the movie theatre industry. As virtual reality (VR) begins to enter the consumer market, Imax is stepping forward again to pair its brand with this enhancement in immersive technology—entering a market that Greenlight Insights forecasts will be close to $200 million in size by 2021.