Rich Gelfond
Analyst · Barrington Research. Go ahead.
Well, first of all, Jim, we don't really compare ourselves to the overall box office. We compare ourselves to the blockbuster box office. And as you look through the year going forward, you kind of go from one to the other throughout the year. And we were in CinemaCon, which is the industry convention, there was a bet going on as to what will be the biggest film of the year, Avengers: Endgame, Lion King or Star Wars: Episode IX. So I think when you look at the year, all of those have just enormous potential. And then there are so many others, Godzilla, Spiderman, Frozen, Lion King, Aladdin. I am forgetting a lot of them, I apologize. But it's one to the other throughout the year. So that would be the first thing. The second thing, I would say, is the better performance coming out of China. So I think you have got to say, that feel pretty good that that's going to have been year than it had last year. As you know, as we talked about, the first quarter started out really well and the early Avengers numbers coming out are incredible is another word to describe them. So I think that would be something that would give us comfort. And then I add two other things, which wouldn't be obvious. But one would be our branding efforts. So if you look at our slides, you will see how we were integrated into the Avengers: Endgame campaign. And if you think back a couple years, the posters used to say and IMAX, where you needed a magnifying glass to see it. But I think all of the studios have done a better job and particularly Disney, in this case, integrating us into the marketing campaigns. And I think it's not an accident that the opening has among the strongest we have ever seen. And then I would add a different kind of marketing. The increase of laser, upgrading the seats, more branding in theaters, all of that. And I think all of that makes us extremely comfortable. There have been other years where maybe a big film opens and you are feeling very excited about it. But I think this year was unique about this year and 2020 is the films, there is a lot of other things going on, as I said, the marketing, the technology, the use of IMAX DNA, all kinds of things. So it's all of that that gives us the confidence.