> Any reference to their brand is not a trademark issue. Well, no, this is not true. Someone at a theater who uses the IMAX brand but does not have IMAX techno

> Any reference to their brand is not a trademark issue. Well, no, this is not true. Someone at a theater who uses the IMAX brand but does not have IMAX technology (maybe they use some no-name or in-house big screen technology) could do so by referencing the brand (ie. IMAX wording, IMAX logo, etc) in which case it'd be a trademark infringement. They'd be tying the IMAX brand to a non-IMAX screen in what I assume would be an unauthorized manner (I highly doubt IMAX would authorize its use). Not all references to their brand are trademark issues but there are certain cases where references to the brand are trademark issues.