IMAX Enhanced is nice to have, but ultimately pointless

What is IMAX Enhanced?

Branching out branding

Most of you are probably familiar with the theatrical version of IMAX. Initially the name referred only to a specific film format, designed to be projected on unusually huge screens with a taller aspect ratio. The technology is very immersive, and still has many proponents today, most notably Oppenheimer director Christopher Nolan. Since celluloid has largely fallen out of favor, though, there are also IMAX-certified digital cameras, like the Arri Alexa 65 IMAX.

Over time the IMAX branding began appearing in smaller theaters, and you can see IMAX Enhanced as an extension of that into your home. With size no longer relevant, the key thing retained from theaters is a tall aspect ratio. Most Hollywood movies are shot in a wide 16:9 or 2.39:1 ratio; titles that support IMAX Enhanced, however, can be displayed in 1.9:1, filling out more of your screen. That may be sweet relief for the people who can never get over black bars on their TV.

Enhanced movies also go through a special Digital Media Remastering process, intended to meet color, noise, and contrast requirements. This is matched by an IMAX sound profile that preserves full dynamic range. In fact Enhanced was developed in cooperation with DTS, and every movie released in the standard is required to support DTS:X, an object-based 3D surround sound technology similar to Dolby Atmos. There'll be a lot more to say about that in a minute.

TVs certified for IMAX Enhanced have to support DTS:X, 4K HDR, and a special image calibration profile. The details of that profile aren't public, to my knowledge, but what I can say is that it works with multiple HDR formats. You may, in some situations, have to manually enable an "IMAX Enhanced" mode on your TV before you watch something.

You'll also find the standard branded on some projectors, speakers, and receivers. Audio equipment is especially important, since no TV's internal speakers can actually replicate DTS:X the way it's meant to be heard.

So what's the problem with IMAX Enhanced?

Sound and fury, signifying...more of the same

Credit: Marvel

The biggest issue, by far, is the amount of content support. In the US, the only streaming services that support it are Disney+ and Sony Pictures Core -- so while the content catalog is continuing to expand, you simply won't get anything extra out of an IMAX Enhanced setup if you prefer services like Netflix, Mubi, YouTube, or HBO Max. You can in some cases find Enhanced releases on Blu-ray. Here's a small sample of the movies that are officially mastered for the format:

• Avengers: Endgame
• Bad Boys: Ride or Die
• Black Panther
• Captain America: Brave New World
• Fantastic 4: First Steps
• The Garfield Movie
• Ghostbusters (1984)
• Ghostbusters: Frozen Empire
• Guardians of the Galaxy
• Mission: Impossible -- Fallout
• Spider-Man: Across the Spider-Verse
• Tarot
• Top Gun
• Queen Rock Montreal

As you can tell, there's a disproportionate amount of Marvel content, owing to those Sony and Disney connections. If you're the sort who couldn't care less about a new Avengers or Spider-Man film, buying gear exclusively for IMAX Enhanced support could be disappointing. The same might be true if, like many people, you're unfamiliar with Sony Pictures Core because you don't own a Sony Bravia TV.

Another elephant in the room is Dolby Atmos. DTS:X has struggled to maintain marketshare, to the point that Atmos is essentially the de facto format for 3D audio. Some speakers may not support DTS:X at all -- most notably Sonos soundbars. Viewed in this light, IMAX Enhanced feels like a desperate ploy to keep DTS:X relevant, though I honestly hope it succeeds. The last thing the AV industry needs is another monopoly.

On top of everything else, it's unlikely that the Enhanced mastering process is going to have a dramatic impact on sound and picture quality. It does set a high bar -- but you'll probably be just as impressed by most movies that support Atmos and 4K HDR. Indeed, there are plenty of non-Enhanced movies that still benefit from having been shot with IMAX cameras, Christopher Nolan's included. It's just that if you put on an Enhanced release, you'll be guaranteed to see a taller aspect ratio, at least in a few key scenes. Some streaming apps actually omit these ratio changes, locking everything into a widescreen layout.

A better way to focus your spending

Some final thoughts

With a lack of content and questionable superiority, I think it's wiser to treat IMAX Enhanced as a nice perk if you happen to be a Disney+ subscriber who happens to have a compatible TV and sound system. If you really want to maximize your TV viewing experience, you're better off concentrating on other technologies that will have a broader impact. Aside from Atmos, some examples might include Dolby Vision and HDR10+ for video, and support for the big three smart homeplatforms, namely Amazon Alexa, Apple HomeKit, and Google Home. It's very impressive when a "movie night" automation can not only turn on your TV but dim the lights, close the shades, and open your favorite streaming app.

I wonder what the future holds for Enhanced. It's probably not going anywhere anytime soon, given how powerful Sony and Disney are, and how they're likely to be just as interested in avoiding a Dolby monopoly as I am. In the long run, however, it could be that DTS:X's low popularity will either force Enhanced out of existence, or press the IMAX Corporation to integrate Atmos as well. It might also like to see IMAX aspect ratios become universal -- not just reserved for a handful of streaming services. Arguably, you haven't fully experienced a movie like Oppenheimer or Interstellar until you see it the way it was originally shot.