Editing IMAX (section)

===Multiscreen Corporation===
The single-projector/single-camera system they eventually settled upon was designed and built by Shaw based upon a novel "Rolling Loop" film-transport technology purchased from Peter Ronald Wright Jones, a machine shop worker from Brisbane, Australia.<ref>see {{US patent|3494524}}</ref> Film projectors do not continuously flow the film in front of the bulb, but instead "stutter" the film travel so that each frame can be illuminated in a momentarily-paused still image. This requires a mechanical apparatus to buffer the jerky travel of the film strip. The older technology of running 70&nbsp;mm film vertically through the projector used only five sprocket perforations on the sides of each frame; however, the IMAX method used fifteen perforations per frame.<ref name="gizmodo.com">[https://gizmodo.com/how-regular-movies-become-imax-films-5250780 How Regular Movies Become "IMAX" Films], by Mark Wilson (Gizmodo.com, published May 29, 2009)</ref> The previous mechanism was inadequate to handle this intermittent mechanical movement that was three times longer, and so Jones's invention was necessary for the novel IMAX projector method with its horizontal film feed. As it became clear that a single, large-screen image had more impact than multiple smaller ones and was a more viable product direction, Multiscreen changed its name to IMAX. Co-founder Graeme Ferguson explained how the name IMAX originated:<ref>{{cite web |last1=Wise |first1=Wyndham |title=IMAX at 30: An Interview with Graeme Ferguson |url=http://www.northernstars.ca/ferguson_graeme_article/ |website=NorthernStars.ca |archive-url=https://web.archive.org/web/20171207023535/http://www.northernstars.ca/ferguson_graeme_article/ |archive-date=2017-12-07 |url-status=dead}} Originally published in Take One magazine, Issue #17, Fall 1997.</ref>

<blockquote>... the incorporation date [of the company was] September 1967. ... [The name change] came a year or two later. We first called the company Multiscreen Corporation because that, in fact, was what people knew us as. ... After about a year, our attorney informed us that we could never copyright or trademark Multivision. It was too generic. It was a descriptive word. The words that you can copyright are words like Kleenex or Xerox or Coca-Cola. If the name is descriptive, you can't trademark it so you have to make up a word. So we were sitting at lunch one day in a Hungarian restaurant in Montreal and we worked out a name on a placemat on which we wrote all the possible names we could think of. We kept working with the idea of maximum image. We turned it around and came up with IMAX.</blockquote>

The name change actually happened more than two years later, because a key patent filed on January 16, 1970, was assigned under the original name Multiscreen Corporation, Limited.<ref>{{cite web|url=https://patents.google.com/patent/US3944349A/en|title=Shutter assembly|website=Patents.google.com|access-date=May 10, 2021}}</ref>  IMAX Chief Administration Officer Mary Ruby was quoted as saying, "Although many people may think 'IMAX' is an [[acronym]], it is, in fact, a made-up word."<ref>{{cite magazine|url=https://www.managingip.com/Article/1257879/Latest-News-Magazine/The-full-picture.html?ArticleId=1257879|title=Managing IP, INTA Daily News article|magazine=[[Managing Intellectual Property]]|access-date=May 10, 2021}}{{Dead link|date=October 2022 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>