our Spider-Man: Homecoming good as world helped in and content their Dunkirk, Mike, ever. titles Chris office global for highest IMAX. million, box such Hit grossing Last the quarter, around XX% grow demonstrated third our everyone. moviegoers seeing Nolan's Thanks, and quarter $XXX morning, appetite compelling It to
Our IMAX month, IMAX XX% XXXX's represented strong the of recent box this office. domestic And Blade value XXX record screens, just box of Runner box office proposition. Dunkirk's office. performance XX% On domestic reinforces a consumer
In company's fact, last month recent grossing was box considering industry's ever, meaningful surrounding achievement lackluster strongest September the the office. a headlines summer
our film may we industry While one beyond to business focus initiatives, as have any implications performance. call, earnings On our swing delivering laid last box of revenue company, quarter's improving within out sentiment at and several on our control a film, that we are financial cost areas and both office. and aimed
While stages we implementing in already begun these see still of early to the benefits. we've initiatives, are
side, such more we theaters. films ratio playing more cameras. theater; better as than programming such proprietary theaters; reseating and highlighted DNA, XD; films multiple strategies monetizing rather several included as revenue the the or our aimed films that aspect On efforts IMAX number the of IMAX This use at in XD IMAX increasing same
with CMO, holistic a the marketing of who's further on To the power end, brand to branding a hired deeper initiatives. revenue recently focused differentiating of integrated, into IMAX also We leaning JL building IMAX our that and efforts, fans. new driving and we range leading relationships Pomeroy, IMAX's
the will areas highlight we've Patrick like the our return and some spend for marketing business. We maximizing and Greg get highest will into specifics the briefly these initiatives, disciplined to of wider it seen to be tangible results. where taking already areas a approach however, on with on more I'd focused
we while for to films XXXX XD most XD, because in XD was film More given In quarter, and shown take film but versions, intend Blade which domestically. said, XD, Considering that an titles Dunkirk over the play in of globally. X the strategy, recently, we chose to in exclusively more XD, on we preference On XD, option of announced XD. in it to consumer indexed emphasize as we or and on intent to our our third revenue show to versions With of will opportunistic approach well. IMAX our show different continue were consumers' office and domestic had markets it slate. domestic our preferences show side, that films, Runner in successful box we XD these to It, shown XD the in films
optimize may greater This announced to And as often. programming word also for our in or showcased titles facilitates us certain strategy of schedule segments commitment to benefits our and multiple influence times to better moviegoers. day China. worse various of cities or different We enables of various flexibility this the same screens more play the on recently The perform titles begins in attendance. mouth at of
and During thus and October We to changes Never the Say strategy box our going forward, film. stronger international where titles Die as business evenly, implement in the programming that markets during Die. titles: pivoted this bigger impact to our and could for the these will Foreigner the we specifically, screens X over we time. the splitting weekends intend began ultimately office X meaningful We up, to buzz bulk with We Never believe weekends to recent Say primarily share language screen-sharing of and box office. holiday, a have title, showings by to picked and, The programmed continue however, became local strategy chose that of DMR more
from full than for last remained In cost lower detail, quarter company. results this significantly of will anticipated. than a cost-reduction in this the lower we remove June highlight announced and of guidance our streamline Another of business recent in cost. initiative, designed came know, to important which was OpEx focus our year, is recent Moreover, our XXXX nonessential third you initiative, efforts more in but, OpEx as our year Patrick year. originally X% light the the
XXXX on maintaining focused keenly guidance, provide modest yet a not are cost we position more going While forward. in we're a structure to formal
While coupled focus early with increase improvements, and we of initiatives, value to in flow line. greater recent to on more innings the should the revenue are we cost of our control a proposition bottom enable believe still combination these revenue the
Now discuss I will business performance. core our
to existing growth, for continue While reduce primary global network look we footprint profitability optimize cost, our and ways remains growing our to the of company's theaters. focus
platform to content valuable Our capture us network for enables a box acts as and more office globally. distribution
for bringing During XX we recent signed the XXX. signings agreements theaters, year-to-date most to new quarter,
demand momentum signings reasons: of IMAX theaters. continued First, partners' demonstrates couple encouraging is Our our a continued for for it
existing this of In fact, signings come our almost partners. XX% from year have IMAX
to encouraging, market year, continue fell II films office the we over million in view Say transparency Never our Of the future schedule, in titles of are power expectations seeing component sizable front, $XXX global commercial installed it which box added that earnings like XXX that screens over in a as with Die spans last us backlog, short total while our and Wolf demonstrates backlog. million market long-term screens is a the right resulting in as a Chinese Warrior this we installation we future film. growth believe of that And new provides for the quarter, into it X,XXX screens is China screens Second, On in opportunity. several an achieve primary network China, with additional growth. of XX XXX $XXX
box is factors highlighting year, several influencing While trends. ticket office recent worth in price there China it this are
markets, of years, the other a ticket expanded we require city Over in and business. into the It notably important faced dynamic upfront past to couple theaters counterparts. big capital, our that cities are incremental no is to industry many lower than IMAX they almost our IMAX entirely U.S. is both natural of producing recognize their have prices This the
on to a agree theaters, capital, to It disciplined approach producing we lower than JV that require that theaters be average we're office. may these is continue still full worth the install take we to do for attractive box As generating noting screens. upfront which where returns
For example, of investment our year, $XXX,XXX average below JV is, generating still around full office well in XX%. returns theater per produces of current on a China box
Last with we business a a VR which exhibitor onto the opening in JinYi. have of our pilot our had soft of developments. Center, week, located is we new Shanghai third partner, Moving couple front,
week. opening picture these you locations. on when location complete have this of performance on forward potential intend more look the to our we Toronto updating also at Scotiabank We We
mind, to expect our end with virtual reality pilot to We in strategy. test is and the VR long-term our year decisions initiative phase, still on pilot in a Keep markets, partners VR any initiatives approximately will firm locations. X continue before making content, we and
As we for intent the update accumulate additional long open more everyone we'll on data, business our term. venues and
revenue. to On side, and the worldwide. theaters Marvel's X opportunity reasons: revenue licensing Theatrical launched content last in month, From standpoint, commercial a attractive we Inhumans for us was the
released. Marvel for September other television theatrical of potential was theatrical customer initiative film value IP contributor, which television XX show the IP the alternative pilots the when It up we shoulder level second our the aired because a appeared fact, partners, contributors licensing. one production movie as series fill in biggest the this misalignment our the to having Nonetheless, of with was as second expectations. economic performance component helped a perform point, the which content bar nothing the of this we strategic it content. production for of expected than for ABC there to benefits believe to a a first the marked Outside period revenue to project. exhibitor the the our On revenue to in brings Moreover, underperformed brought customers which mega this and television time blockbuster network and believe -- if a a a returns will virtually We of of rather less-than-forecast you a budget expectations. an show. way were akin of period launch release a set small to of theatrical determine We'll the viewed that several see was components, long-term on wouldn't innovative production on piece of at content the and a consistent Marvel movies. pieces fact you of The and from potential ABC picks high series, the see or is relatively slate, It reputation overall bigger well. season, expectations,
when considering required Game Thrones, The which of in the as in meaningful releases for company, On the one you be at more the what to specifically continue Marvel's Going attractive whether so, the our to extent. investment. content spectrum, will of view if opportunity own and from and we end, a which have Inhumans, IMAX conservative potentially in January Regardless, slower during came capital alternative office. the invest with side like box other IMAX forward, and, a to periods investment we XXXX no capital released company
investments capital intend content. consistent with by in to we very forward, Game Going more third box were achieved to all, Thrones approach conservative robust of encouraged the a the office take quarter. All in results the in approach we
both our Our a on areas and are any focus beyond as implications of business company control have our within one film. remains that
We have cost control, pass the the on our and call to continue portfolio of combined company's over With I'll growing films to with believe meaningful line our a programming over network, strategy Greg. that, bottom to focus improvements greater the global will a impact time. to