IMAX has just acquired an artificial intelligence-based company called SSIMWAVE which is a leader in AI-driven video quality solutions for media and entertainment outlets. IMAX emphasizes that this acquisition marks a significant expansion of its strategy to deliver the highest quality video images on any screen.

IMAX acquires SSIMWAVE to improve the imagery of streaming

IMAX Corporation has announced it has acquired SSIMWAVE Inc., a leader in AI-driven video quality solutions for media and entertainment companies. Through its patented, two-time Emmy Award-winning technology, SSIMWAVE enables streaming and broadcast providers to deliver the best possible image on any device for on-demand and live video. Four of the world’s top-ten streaming media companies currently partner with SSIMWAVE to optimize video, including Disney, Paramount Global, and Warner Bros. Discovery. Its 30-person engineering team has mapped the human visual system to produce accurate measures of perceptual quality, which its AI-driven software applies to enhance video streams and files in real-time.

IMAX-ing any platform

“SSIMWAVE is doing revolutionary work at the intersection of human visual perception and image enhancement technology. By putting the power of our global brand behind their award-winning engineering team and product suite, IMAX takes a big step toward a new horizon in our ability to deliver the best images for any creator, across every screen,” said Rich Gelfond, CEO of IMAX. With the explosion in video consumption across platforms, the need for video optimization continues to grow as consumers demand higher resolution including 4K, 8k, and new, interactive experiences across gaming, VR, AR, and the metaverse. Additionally, leading filmmakers and creators increasingly demand solutions to ensure the fidelity and quality of their work on any screen. Longer-term, IMAX’s technology and post-production teams will work with SSIMWAVE’s engineering team to develop new solutions for delivering IMAX-quality video experiences across platforms, around the world.

Enhancing the ‘IMAX Enhanced’

As stated by IMAX: “The acquisition builds on IMAX’s cross-platform expansion with IMAX Enhanced, which brings The IMAX Experience to streaming entertainment with IMAX-exclusive expanded aspect ratio, digitally remastered content, and signature sound. More than 200 IMAX Enhanced titles are available across streaming platforms worldwide, including Disney+, and more than 10 million IMAX Enhanced certified devices are on the market today”. 

With the explosion in video consumption across platforms, the need for video optimization continues to grow as consumers demand higher resolution including 4K, 8k, and new, interactive experiences across gaming, VR, AR, and the metaverse.

Rich Gelfond, CEO of IMAX

Is IMAX turning into a streaming technology company?

Well, according to IMAX, the answer for that is ‘NO’. IMAX promises it will continue to center on theatrical releases. However, IMAX hopes that this new acquisition will be able to improve the image quality to maintain the IMAX standards across more platforms, by utilizing AI technologies. Basically, taking ‘IMAX Enhanced’ as an example, IMAX wants to grant a better viewing experience beyond just reducing those black bars. Nevertheless, this move is strengthening IMAX mark in the streaming market and solutions, which is also important.

BTW, as a tribute to the mighty 65mm format, we’ve created the Y.M.CINEMA 65 which is a special one-of-a-kind gift for cinephiles — explore it on our website.