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IMAX boss: Don’t sell new technology too hard

IMAX is a way of screening films which immerses the audience in the action, and blockbusters like Dunkirk and the latest Star Wars have been shot and screened on IMAX. But CEO Richard Gelfond admits when he took over, he tried to sell the new technology far too hard.

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Video journalist: Jeremy Howell

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Source: http://www.bbc.co.uk/news/business-42345420

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