Odeon Greenwich is one of the first cinemas in Europe to bring IMAX digital projection technology to cinemagoers.

Along with Odeon Wimbledon, a screen at the Greenwich cinema has been converted to host the cutting-edge system so that from December 5, audiences will be able to witness IMAX and IMAX 3D presentations in the new enhanced format which exceeds the capabilities of London’s existing IMAX screen at Waterloo.

The technology aims to enhance the cinema experience with clearer images and powerful, custom-made audio systems which deliver laser-aligned sound to envelop the audience.

From today, the new screen will show Madagascar – Escape 2 Africa, the first release to be shown using the new technology at the cinema. Followed by the new Keanu Reeves film The Day the Earth Stood Still from December 12.

Speaking at the launch yesterday, Odeon CEO, Rupert Gavin told News Shopper the Greenwich cinema was targeted because it’s a competitive marketplace.

“There is Vue at The O2 and the Picturehouse and we looked at how the presence of IMAX would fit into consumer patterns and how we could compete with other businesses.

“It’s important platform to deliver something better for the customer.”

He added: “Visiting the cinema should be an exciting experience and we continually strive to ensure that’s the case for our audiences.. With these new screens we are proud to offer a totally premium cinema experience that will truly wow film fans.”