IMAX Corporation · NAB 2025
Two thousand square feet of convention floor. The brief: make it feel like a living room.
IMAX’s Streaming & Consumer Technology division came to NAB 2025 to prove that theatre-grade visuals belong on home devices. Pure Exhibits built a 40 × 50 island at Booth #W1401 in the Las Vegas Convention Center that made the proof environmental: an enclosed theatre with controlled light and audio, 65” OLED stations running live StreamAware and StreamSmart comparisons, a VisionScience wall built around the Viewer Score, and a residential living room where the partnership conversations happened.
Intimacy, at NAB scale
NAB is the epicenter of media technology — 55,000 professionals from 160 countries, nearly 1,100 exhibitors including Adobe, AWS, Canon, Cisco, and Sony. IMAX arrived to demonstrate StreamAware, StreamSmart, and VisionScience — technologies whose entire pitch is that cinema quality survives the trip into the home. A booth that felt industrial would contradict the product before a demo began.
The brief also split its audience in two: the broadcast engineer who evaluates streaming at the protocol level, and the content executive who needs to see what IMAX Enhanced looks like on a certified device through partnerships like Disney+. Both had to get uncompromised experiences — simultaneously, in the same 2,000 square feet, under convention-hall fluorescents.
“IMAX Enhanced brings the IMAX experience home — theatre-quality visuals, immersive DTS:X audio, and expanded aspect ratios on certified devices. It’s not a compromise. It’s the next chapter.”IMAX Streaming & Consumer Technology — NAB 2025
From cinema to living room
The Cinematic Palette
Deep navy walls absorbing ambient light, electric Science Blue at architectural scale — portals, backlit panels, the angular two-tier sign. The contrast replays a moment every IMAX fan knows: the darkened theatre, then the logo filling the screen. And it was functional — the dark enclave let OLED and LED content be judged in conditions approaching what colorists calibrate for.
The Enclosed Theatre
A fully enclosed demo room with controlled lighting and premium audio — the one place on the NAB floor where StreamAware and StreamSmart could be evaluated without ambient noise, glare, or compromised angles. Serious technical evaluation requires a serious room; the booth simply brought one.
The Viewer Score
The VisionScience wall centered on one number: a 96, on the proprietary 0–100 Viewer Score spectrum from “Annoying” to “Good.” For engineers fluent in bitrate curves and compression artifacts, a single metric grounded in human visual perception was the shared language the pipeline has been missing — flanked by Disney+ IMAX Enhanced poster grids and a navy lounge for the deeper XVS™ conversations.
The OLED Stations
Two standing stations with 65” OLED HDR 4K displays running real-time streaming quality comparisons — the same content with and without IMAX’s optimization, side by side. No claims to take on faith; the difference was on screen, at eye level, for anyone who stopped.
The Living Room
A residential meeting space — branded furniture, ambient light, the register of a home rather than a hall — because the product’s entire thesis is that this experience belongs in one. The welcome counter alongside carried IMAX’s Emmy, credentials at the point of first contact.
The Eye
An eight-to-ten-foot photographic installation of a human eye reflecting IMAX content, crowned “A Game Changer,” positioned at the intersection of two primary aisles. One image carried the whole VisionScience argument — the technology sees every frame the way the eye does — and drew traffic from across the West Hall before a word was exchanged.
The booth in detail
Experience the booth
A walkthrough of the IMAX 40 × 50 at NAB 2025 — the theatre, the OLED comparisons, the Viewer Score wall, the living room, and the eye watching over all of it.
The build at a glance
Cinematic quality, living room comfort
The build delivered on the paradox at the heart of IMAX’s consumer strategy: 2,000 square feet of West Hall that behaved like a private screening room. The theatre gave engineers evaluation conditions no open floor can offer; the Viewer Score gave the technical audience a number they could carry into their own pipelines; the OLED stations let the difference speak for itself; and the living room turned partnership pitches into residential-feeling consultations — the product’s proposition, practiced on the visitor.
The eye did the rest, telling 55,000 attendees where IMAX stood and what it stands on: how humans actually see. For another build on the NAB floor a year later, see MainConcept at NAB 2026.
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