TOHO Cinemas is set to open a new flagship location, TOHO Cinemas Oimachi, in Tokyo on . The cinema, located within the newly constructed “OIMACHI TRACKS” complex in the Oimachi station area of Shinagawa Ward, will feature eight screens, with three dedicated to premium viewing experiences: Dolby Cinema, a Premium Theater, and a unique “Gekion” theater.
A Trio of Immersive Experiences
The centerpiece of TOHO Cinemas Oimachi will be its Dolby Cinema. This theater will combine Dolby Vision for high dynamic range (HDR) imaging and Dolby Atmos for immersive, object-based surround sound. Dolby Vision aims to deliver greater brightness and contrast, while Dolby Atmos creates a more realistic soundscape by precisely placing sounds within the theater space. This combination is designed to provide a significantly enhanced cinematic experience compared to standard theaters.
Alongside Dolby Cinema, the new complex will also house a Premium Theater. While specific details about this theater haven’t been released, the designation suggests a focus on high-quality projection and sound, likely exceeding the capabilities of standard screens. The third special theater, “Gekion,” is described as innovative, but details regarding its specific technology or features remain limited.
Toho Cinemas’ Expansion and Technology Investments
TOHO Cinemas is a major player in the Japanese cinema market, operating over 70 locations with more than 680 screens. The company is a wholly-owned subsidiary of Toho Co., Ltd., tracing its origins back to the 1997 founding of Virgin Cinemas Japan. Toho acquired Virgin Cinemas Japan in 2003 for approximately ¥10 billion (roughly $83 million at the time).
The opening of TOHO Cinemas Oimachi reflects a broader trend of investment in premium cinema experiences. Toho Cinemas has been actively incorporating advanced technologies into its theaters, including IMAX and laser projection systems. In fact, the company has an ongoing partnership to add six new IMAX with Laser locations and upgrade one existing system by the end of , bringing its total number of IMAX with Laser screens to 16 – making it IMAX’s largest partner in Japan. This expansion began with an agreement in .
The Competitive Landscape and Future Trends
The Japanese cinema market is competitive, with Toho Cinemas holding the largest market share in audience attendance. The company’s focus on premium formats like Dolby Cinema and IMAX with Laser is a strategy to attract moviegoers and differentiate itself from competitors. These technologies offer a viewing experience that is difficult to replicate at home, encouraging audiences to visit theaters for blockbuster releases and special events.
Beyond the technology within the theaters themselves, Toho Cinemas also focuses on ancillary services, including merchandise sales and concessions, and loyalty programs. These efforts aim to create a more comprehensive and engaging experience for patrons, fostering customer loyalty and driving revenue.
Oimachi Tracks and the Local Impact
The location of TOHO Cinemas Oimachi within the “OIMACHI TRACKS” complex suggests a broader development aimed at creating a destination for entertainment, and leisure. Large-scale, mixed-use developments like OIMACHI TRACKS are becoming increasingly common in urban areas, offering a combination of retail, dining, and entertainment options. The presence of a state-of-the-art cinema is likely to be a key draw for visitors to the complex.
The opening of TOHO Cinemas Oimachi is expected to contribute to the local economy and provide a significant boost to the entertainment options available in the Oimachi area. The cinema’s commitment to delivering “Good Memories” through inspiring entertainment aligns with Toho Group’s long-standing legacy in the film industry, dating back to 1932.
While specific details about the “Gekion” theater remain scarce, the emphasis on innovative technology and immersive experiences suggests that TOHO Cinemas Oimachi is poised to become a leading destination for moviegoers in Tokyo and beyond. The combination of Dolby Cinema, a Premium Theater, and the unique Gekion experience will likely attract a wide range of audiences seeking a high-quality cinematic experience.
