IMAX Takes Live F1, VR, and Classic Horror to New Heights

Live F1 in IMAX: A New Arena for Speed

IMAX will broadcast five Formula 1 Grand Prix events live in U.S. theaters starting in 2026. The move pairs Apple TV’s new U.S. rights with the giant‑screen format to give fans a stadium‑like feel without leaving the city.

Apple TV secured a multi‑year deal for U.S. F1 rights beginning March 7, 2026. The partnership will deliver races at a minimum of 50 IMAX locations. The first live race will be the Miami Grand Prix on May 3, followed by events at Silverstone, Monaco, Monza, and Austin. Oliver Schusser, Apple’s VP of music, sports, and Beats, said the collaboration brings “energy and excitement to even more screens in a truly immersive way.” Jonathan Fischer, IMAX chief content officer, added that the success of the 2023 F1 movie proved the sport translates “beautifully to the IMAX experience.”

The rollout aligns with IMAX’s broader push to host live sports and concerts, a strategy meant to offset declining box‑office revenues. By converting a theater into a quasi‑arena, IMAX hopes to attract viewers who would otherwise stream at home. The model also creates a new revenue stream for Apple TV, which requires a subscription for the live feed.

The Business Play: Apple, IMAX, and the Sports Streaming Arms Race

Apple TV’s entry into live F1 marks a shift from its traditional on‑demand catalog to real‑time sports. The service will also be available in bars, restaurants, and clubs through EverPass Media, expanding the audience beyond private homes. DirecTV for Business will carry the same feed, allowing venues to tap the same Apple‑powered stream.

These distribution deals illustrate how streaming giants are leveraging existing cinema infrastructure to compete with traditional broadcasters. IMAX gains a premium content slate, while Apple taps a captive audience that values the communal thrill of a race. The partnership sidesteps the need for Apple to build its own large‑screen venues.

Industry analysts note that live sports are a proven driver of subscription growth. The F1 audience in the U.S. is expanding, and the IMAX format promises a louder, larger‑than‑life experience that streaming alone cannot match. The success of the collaboration will likely influence future deals for other sports.

Beyond Movies: IMAX’s Push into VR and the Risks

IMAX announced plans to open six dedicated virtual‑reality theaters worldwide before the end of 2016, with the first site slated for Los Angeles. The venues will use Starbreeze headsets that offer a 210‑degree field of view, far wider than the 110‑degree view of Oculus Rift or HTC Vive.

Richard Gelfond, IMAX chief executive, said the VR content will tie to existing movie franchises, run about ten minutes, and cost $7‑10 per session. He framed the experience as “better than what you can get at home,” mirroring the theater’s advantage over living‑room TVs. Starbreeze CEO Bo Andersson Klint echoed the sentiment, promising a five‑year leap ahead of home VR.

Critics point out that content quality may lag behind the hardware hype. Disney’s free VR app, for example, offers only 360‑degree red‑carpet tours of its franchises, which feel more like marketing than immersive storytelling. If IMAX’s VR lineup mirrors that approach, the novelty could wear off quickly, leaving expensive hardware underused.

The Shining Returns: Classic Horror Meets Giant Screen

Stanley Kubrick’s The Shining will debut in IMAX on December 12, marking the film’s 45th anniversary. The release follows an IMAX trailer dropped on October 28 that highlights the hallway scene and Jack Nicholson’s “Here’s Johnny!” line.

The film has seen occasional theatrical revivals, but this is its first presentation on an IMAX screen. The format promises deeper blacks and sharper detail, which could amplify the movie’s claustrophobic atmosphere.

Fans who have only seen the film on home video will experience a new level of immersion. However, the larger screen may also expose grain and visual artifacts that were hidden in smaller formats. The trade‑off between scale and image fidelity will become a talking point among purists.

What to Watch

Track Apple TV’s live F1 feed during the Miami Grand Prix on May 3 to gauge audience reaction to the IMAX experience. Monitor ticket sales at the 50‑plus IMAX venues and watch for any follow‑up announcements about additional races or sports. Keep an eye on IMAX’s VR rollout schedule and the first franchise‑based VR titles, as their reception will signal whether the company can sustain a second‑screen revenue model. Finally, note box‑office numbers for The Shining IMAX run; strong performance could spur more classic films into the format.