On May 3, a special shooting ceremony was held in Shoudi Canyon Branch of Poly International Cinema. The shooting film was Iron Man 3 in joint production of Marvel Studios Inc., Paramount and DMG. In this ceremony, POLYMAX giant screen system independently developed by Poly Films took its premier appearance. With the width of 20 meters and height of 9 meters, POLYMAX giant screen will dedicate unlimited huge visual experience and 13.1 soundtracks will provide a vivid audio impression. As a set of giant screen system applicable for all the Poly Cinemas whether existent or to be built, high quality and low cost are the main characters. As Peng Long, general manager of Shoudi Canyon Branch of Beijing Poly International Cinema introduced, following the DMAX presented by National Scientific Research Institute of China and China Film Corporation in April 2012, this is another domestic giant screen challenge against the dominance of IMAX. 

As is introduced, a digital 4K (ie. 4096X2160) dual projector system is adopted in POLYMAX so as to enhance definition by a large margin and make the brightness more fit for audience’s visual appreciation. Since this giant screen system has a certain requirement for the width and height, dual projector technology is a must. However, currently there still exist some problems such as shaking and double images when showcasing films especially 3D films. 

As is well-known, IMAX giant screen system, currently dominant in both domestic and international market daunts many cinemas due to its extremely high purchase and maintenance costs. It is learnt that it takes 15 till 20 million RMB to fix an IMAX and annual repair and utilization license cost millions of RMB upon usage. By contrast, the data quoted from the official website of POLYMAX indicates that the investment of a single POLYMAX is no more than 2.8 million RMB and maintenance 0.18 million, with a profit rate of more than 80 percent on any market condition.