Imax and Chinese audio-visual technology company Goer Dynamics have struck a strategic partnership to develop an in-vehicle entertainment system the companies are billing as the first to carry the Imax brand, with commercial production targeted for later this year.

Under the deal, the two companies will collaborate on design and co-market the finished system to premium automakers throughout China. Imax China – the Hong Kong-listed subsidiary of Imax Corp. – is the Imax entity involved in the partnership.

The system pairs a proprietary Imax acoustic architecture with a flip-down 4K HDR screen. On the audio side, the setup is engineered for what the companies describe as ultra-high dynamic range and high-powered low-frequency performance designed to eliminate distortion. The visual component is built around custom imaging technologies and an intelligent ambient-light adaptation feature intended to maintain picture quality as lighting conditions change on the road.

To accommodate different vehicle tiers and global manufacturing requirements, the system will be offered in adjustable configurations that can support varying in-cabin speaker arrangements, allowing automakers to deploy it across multiple vehicle platforms and price points.

The partnership draws on Goer Dynamics’ existing position in the automotive sector. The company, founded in 2020 under Goer Group, has fitted nearly three million new energy vehicles with its in-car audio-visual technology to date. Its portfolio includes the audio brands Dynaudio, Xeo, and Libratone.

For Imax, the deal extends a broader push to move its brand beyond the multiplex. The company has recently sought to apply its quality standards to live events, home entertainment, and branded merchandise.

Daniel Manwaring, CEO of Imax China, said: “With the advent of autonomous driving, we believe car buyers will increasingly focus on immersive entertainment systems in their purchase decisions and we are excited to work with Goer Group – a premier manufacturing partner to some of the world’s biggest technology companies – to capture that opportunity. With our strong global brand and expertise in entertainment technology, we believe Imax has the opportunity to set a new standard in premium in-vehicle entertainment.”

Tony Jiang, chair and CEO of Goer Dynamics, added: “Autonomous driving continues to reshape the relationship between people and their vehicles, and the in-car immersive audio-visual experience will gradually become a key consideration for consumers when purchasing smart vehicles. Imax is an iconic brand in the global entertainment sector, possessing a mature ecosystem of content and technology, making this collaboration perfectly timed.”