Haeffele said his local Imax is still probably the best theater in his area, but it isn't as big as some larger Imax venues in other areas, and it has what he described as an "out-of-date" projector.
"I'm someone who, if I can see a film the best possible way, I will want to do that," he said. "I may not always be able to, but I always want to."
Puricelli said he has enjoyed trying out several premium formats in his life, but found that the theater itself can determine whether the upgrade is worthwhile. "All of them were worth it" when it came to the screens, but his local theater had uncomfortable and outdated seats that hurt his experience.
'If I can see a film the best possible way, I will want to do that.'Kal Storch, 36, from Atlanta
That is part of the challenge for movie theaters: A premium label does not always guarantee the same experience.
