Select Mercedes-Benz vehicles to feature IMAX-enhanced films

Revolutionising in-car entertainment

Sony Pictures Entertainment (SPE), IMAX Corporation, Mercedes‑Benz, and DTS have announced a collaboration to revolutionise in-car entertainment.

Through the RIDEVU service, consumers can soon access extensive IMAX-enhanced content from Sony Pictures, including iconic films such as Venom: The Last Dance, Spider-Man: No Way Home, and Uncharted. This service will be first available in Mercedes-Benz models featuring the latest generation MBUX system, which will roll out this summer.

The collaboration brings the IMAX Enhanced experience to the car, offering unparalleled picture quality and sound and replicating the cinematic expertise usually reserved for theatres. IMAX Enhanced content will feature an expanded aspect ratio (EAR), IMAX’s proprietary DMR (Digital Media Remastering) process, and DTS:X sound, available in multiple dubbed languages. This offering will be available in various countries, including the US, Japan, the UK, Ireland, and Germany.

RIDEVU is fully integrated into select automotive OEMs, with Mercedes-Benz being the first global partner to introduce the service. It allows users to stream, buy, or rent thousands of films on in-car screens or personal devices (iOS and Android).

With the Screen Manager, passengers can control playback across multiple screens in the vehicle, ensuring an immersive and versatile viewing experience. The driver (while parked) and passengers in the front and rear seats can enjoy up to six individual or shared screens.

Innovative strengths

By combining the innovative strengths of SPE, IMAX, and DTS, RIDEVU aims to deliver an elevated, personalised entertainment experience. Pete Wood, Senior Vice President of Digital Sales and Distribution at SPE, expressed his excitement about the partnership: “By deepening our collaboration with IMAX, we’re demonstrating our unwavering commitment to providing discerning consumers with immersive experiences that transform every journey.

“By delivering IMAX Enhanced content through RIDEVU, we showcase what is possible as we push the boundaries of content and audio delivery in the car.”

Vikram Arumilli, Senior Vice President and General Manager of Streaming and Consumer Technology at IMAX, said: “We are excited to bring IMAX fans closer to their favourite movie moments through powerfully immersive experiences in the car. This collaboration with SPE highlights our commitment to premium quality and innovation, unlocking a truly elevated in-vehicle entertainment experience that delivers the best IMAX beyond the home.”

Bill Neighbors, Chief Content Officer at Xperi (which owns DTS), added that the collaboration would offer “the most immersive sound experience directly in the vehicle,” further bridging the gap between home and car entertainment. He noted that this new in-car service would create personalised movie-watching experiences like never before.

For Mercedes-Benz, integrating RIDEVU and IMAX Enhanced films represents an exciting step forward in in-car entertainment. Magnus Östberg, Chief Software Officer at Mercedes-Benz AG, highlighted how the partnership enhances their vehicle offerings.

“With IMAX Enhanced and DTS audio within Sony Pictures Entertainment’s RIDEVU, we will add an exciting new dimension to movie-watching in a Mercedes-Benz,” Östberg said. “Our large-format HD displays give our customers the best seat in the house, filling the cockpit with vibrant colours and immersive sound, just like in a movie theatre.”

The partnership marks a significant milestone in the evolution of in-vehicle entertainment. It combines the best elements of cinema and cutting-edge technology to create a transformative experience for consumers. RIDEVU, with its comprehensive movie library, promises to keep passengers entertained throughout their journey, whether they are watching a blockbuster on the road or indulging in a quiet moment of cinematic enjoyment.

Visitors to CES 2025 in Las Vegas can see RIDEVU in action inside a Mercedes-Benz E-Class. The demonstration will take place at Xperi’s booth in the West Hall of the Las Vegas Convention Centre (LVCC) from January 7 to 10, 2025.

This is just the beginning of a new era in automotive entertainment. The lines between home viewing and on-the-go entertainment continue to blur, offering an immersive movie experience like never before.

Image: The partnership marks a significant milestone in the evolution of in-vehicle entertainment. Credit: SPE