Angelini Design's creative concept for the merchandise highlights IMAX's revolutionary technology and the features of their cinemas, such as the IMAX camera, Digital Media Remastering technology, the IMAX screen and sound, the IMAX aspect ratio, and the IMAX pre-show countdown. For each feature, illustrations and a slogan have been created and incorporated to communicate with fans. Every visual is hand-drawn, suggestive of the diagrams an IMAX engineer might make. The use of eco-friendly, recyclable materials was central to the development of the merchandise, reinforcing the value that IMAX places on being environmentally responsible. The fashionable t-shirts display the slogan "Legend Begins Here," one featuring the revolutionary IMAX 2D cameras and the other showing the facade of an IMAX theater. The mug changes color when filled with hot tea/coffee, lighting up the slogan "Ready To Get Excited" as a unique feature referencing IMAX technology. The tote bag is made to the same length/width ratio as the famous IMAX screens and states, "More is More." An IMAX theater is depicted on the front of the notebook with "Since 1967," underlining the brand's heritage. The notebook describes the many elements of IMAX filmmaking and screening with the text "Experience Your Next Film in IMAX," encouraging fans to continue their relationship with the brand. As for the poster box, thanks to the imaginative design, the posters can be archived for browsing and kept safely in a premium quality photo album-style construction with protective paper inserts separating the pages. A pair of white gloves is included as a gift, amplifying the feeling of preciousness.
In a competitive and constantly developing market, this high-quality, contemporary merchandise strengthens and engages the support of fans, reinforcing IMAX's character and history as an industry leader.