'Furious 7' film shows off sharp new Imax laser technology.

Byline: Ryan Nakashima

LOS ANGELES -- Deeper blacks, brighter whites, even bigger screens and better sound. When the high-speed action sequel "Furious 7'' debuts this weekend, audiences at Hollywood's famous TCL Chinese Theatre will see every tire skid and fistfight in Imax's brand-new laser format.

Lasers are supposed to be able to heighten contrast. In laser-projected trailer footage of "Furious 7'' shown exclusively to The Associated Press, details were noticeably crisper than images shown in a standard-sized auditorium with a regular digital projector. Deep blacks, one of the touted benefits of laser projection, stood out boldly, particularly in actress Michelle Rodriguez's eyes and hair, a suit worn by actor Jason Statham, Vin Diesel's tank top, black car paint and shadows in the grooves of tire treads.

"Furious 7'' will mark the first time a film is being premiered in laser. Imax's first laser projector just started operating in Toronto's Scotiabank Theatre in December. The Chinese Theatre, one of the largest Imax theaters in the world, is one of more than a dozen locations that Imax expects to outfit with laser projection this year. Others include the AMC Loews Lincoln Square 13 in Manhattan and Empire Cinemas' Leicester Square in London. Tickets for laser-illuminated shows will be the same price as those shown in Imax's standard format.

Laser projection is more than contrast, though. The technology will allow more movies to be screened in giant theaters, says Imax Corp. CEO Rich Gelfond. Until now, digital projectors haven't been able to use all the real estate of the largest screens because industry-standard xenon bulbs weren't bright enough. And the high cost of Imax film prints, which show more brightly than digital files, meant that only about eight big-budget blockbusters a year could be shown on giant screens.

Lasers change all that. Screens should be able to extend to 140 feet wide and utilize more of the screen at the top and bottom, Gelfond says. The Chinese Theatre can now show Imax movies at a width of 96 feet, compared to 86 feet in the past, says theater president Alwyn Hight Kushner.

Larger screens means being able to fill bigger theaters with more seats and build even larger auditoriums from scratch, says Gelfond. He hopes the better visual experience and 12-channel audio that Imax is rolling out with the laser upgrade will drive more moviegoers to want to see films in Imax, which typically cost a few dollars more...