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Europe Opens First Digital IMAX Screens

Europe's largest theater chain, Odeon, today opened the continent's first digital projection IMAX systems at two multiplexes in London, per VARIETY.

Costing $2.2 million, the company hopes to cash in on the Christmas movie rush, starting with the U.K. release of MADAGASCAR: ESCAPE 2 AFRICA on Friday followed by THE DAY THE EARTH STOOD STILL on December 12.

British audiences have a healthy appetite for IMAX event films, and Odeon CEO Rupert Gavin said more IMAX screens are being considered on more of the company's 857 U.K. screens.