NOV 11 UPDATE 1: Just Like With Tinkerbell, It Doesn’t Exist Unless You Believe

Here’s the 411.

Ah, the IMAX tagline.  We’ve seen plenty through the years, including:

  • IMAX: The Ultimate Film Experience
  • Higher, Wilder, Deeper, Faster, Longer
  • IMAX: Bigger Than Your Imagination
  • Experience It In IMAX
  • IMAX: Think BIG (I’ve heard close to half a million dollars was spent on research to come up with this one)
  • See it in IMAX

And now, at risk of being whipped by IMAX VP Mike Lutz (I’ve seen him crack a whip and it’s quite scary), I present the next great IMAX tagline:

  • IMAX is Believing

WOW!  So in honor of this breaking news, I’m throwing out my freebee suggestion that I’ve done every year for the past ten: make the tagline “MAX your SENSES.”


Because “IMAX is Believing” is just plain arrogant and somewhat stupid.  And it’s not the only tagline out there that relies on the phrase “is believing.”  According to the USPTO, so do:

  • Seeing
  • Seating
  • Touching
  • Feeling
  • Healing
  • Standing
  • Playing
  • Not Seeing
  • Relieving
  • Using
  • Tasting
  • Sealing
  • Saving
  • Breathing
  • Succeeding
  • Acting
  • and Drinking

Perhaps when I’ve had enough believing from drinking, I can believe that IMAX truly is believing.

That’s all for now.  See you again next week, unless more British cities give up on believing in IMAX in the interim.



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