Victoria, British Columbia

This IMAX Theater is a 400-seat venue located within the Royal British Columbia Museum, the largest museum in British Columbia. The venue also features a 1,500 square-foot retail store.

The Royal BC Museum Corporation, one of the foremost cultural institutions in the world, was founded in 1886; the archives in 1894.

These two organizations integrated in 2003 to become British Columbia’s combined provincial museum and archives, collecting artifacts, documents and specimens of BC’s natural and human history, safeguarding them for the future, and sharing them with the world.

This theater features a wide variety of IMAX films and hosts an annual membership of over 17,000 customers.

IMAX Theater
Retail Store
Opened: 1998
Partnership with Royal British Columbia Museum
Institutional model

Results: Attendance at the IMAX Theater has generated significant incremental attendance to the Royal British Columbia Museum complex. Over 40% of the Royal British Columbia Museum customers purchased a combination IMAX ticket.  The IMAX Theatre consistently achieves a top rating on Tripadvisor.

“The Royal BC Museum values its partnership with Destination Cinema. Our visitors are enjoying a fuller experience by being transported through the magic of IMAX to other worlds of culture and the environment . This is particularly true when the films are tied to a feature exhibition at the Royal BC Museum, and our partnership has grown stronger over time.”

Pauline Rafferty
Former Chief Executive Officer
Royal BC Museum

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