NBC Sports has teamed up with IMAX for a unique fan experience this weekend.
The two companies are partnering to air Penn State’s “White Out” game against Washington live in select IMAX theaters across the country this Saturday.
It’s not the first time we’ve seen theater companies dipping their toes into the water of live sports programming. Earlier this year, NBC and IMAX partnered to broadcast the 2024 Paris Olympics Opening Ceremony in over 100 IMAX theaters nationwide. Iconic Events Releasing struck a deal with UFC in 2022 to bring fight nights to the big screen. And just last year, ESPN announced theatrical distribution for ACC football games with Theater Sports Network.
Per the release on Monday, “IMAX is expanding and diversifying its content portfolio, broadening the scope of the IMAX Experience beyond Hollywood films. The White Out continues NBC Sports and IMAX’s growing partnership on live events and experiences.”
23 IMAX theaters nationwide will broadcast Saturday’s game, mostly in locations throughout Pennsylvania and Washington. Interested fans can purchase tickets through Fandango.
The trend of live sports entering movie theaters is an interesting one. As theaters look to bounce back from a COVID-era lull by transitioning to a more premium experience, companies are looking to attract sports fans wanting a game-like viewing experience without shelling out money for expensive tickets.
Time will tell if there’s actually an audience for such viewing experiences. It makes sense that fans might want to watch marquee events like the Super Bowl or NCAA Tournament in a movie theater, but the market for regular season college football seems less clear.
Nevertheless, the option is there for Nittany Lions and Huskies fans this weekend. And surely some will take advantage.
[NBC Sports PR]
About Drew Lerner
Drew Lerner is a staff writer for Awful Announcing and an aspiring cable subscriber. He previously covered sports media for Sports Media Watch. Future beat writer for the Oasis reunion tour.