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Location: Monterey Park, CA
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IMAX shows alternate versions of Hollywood movies. Some use their DMR process, others don't (Fantasia 2000). Some have different running times, shorter or longer than the non-IMAX versions. Some have the same aspect ratio as the non-IMAX version, some have varying aspect ratios, and some have the IMAX aspect ratio; sometimes the latter is achieved through cropping (Star Wars: Episode 2) and sometimes by open matte (Apollo 13). Soundtracks can be 5-channel or 6-channel or 12-channel.
There is no ONE thing (e.g., filling up the IMAX frame) that all these movies do. What ends up in the IMAX version is different from movie to movie. The main thing they all have in common is that these alternate versions are shown in IMAX theatres for a couple of weeks and then sit on the shelf forever, never to be seen again. The IMAX Enhanced program attempts to monetize these dormant assets by releasing them on home video.
Keep in mind that millions have already seen these alternate versions in IMAX theatres (and didn't come away scarred for life because it was different from the non-IMAX version). Studios already gave IMAX permission to release them theatrically. Sony & Paramount are now giving IMAX permission to release some of these versions (and future titles) on home video. These are existing masters, just being released for the first time on UHD and 4K streaming.
BTW, if you don't like a Diamond Edition version of a movie, like Gravity, then don't buy it. If you don't like paying extra for Criterion Collection versions of movies, don't buy them. Likewise, if the very idea of IMAX Enhanced releases triggers you, don't buy them.