07:29 AM EDT, 07/17/2025 (MT Newswires) -- Cinemark Holdings ( CNK ) and Marcus (MCS) are among the major US theater chains that have held early talks to jointly market their large-format screens in a bid to challenge Imax ( IMAX ) , Bloomberg News reported Wednesday, citing people familiar with the matter.

The companies' discussions have centered on establishing shared standards for their "premium large-format" auditoriums and potentially creating a new collective brand or certification, the unnamed sources told the news outlet.

Cinemark, Marcus and Imax ( IMAX ) did not immediately respond to MT Newswires' requests for comment.

Cinemark shares were up 1.8% in recent premarket activity Thursday, while Imax ( IMAX ) fell 0.2%

(Market Chatter news is derived from conversations with market professionals globally. This information is believed to be from reliable sources but may include rumor and speculation. Accuracy is not guaranteed.)