I've been wooed by the IMAX experience before, knowing I’m only in for the same crappy Hollywood first run, but this time bigger and louder. As more and more people shun the normal theater experience to stay at home with their DVDs, IMAX is trying to give people a reason to head out to the theaters again. Right now the company is either kicking ass or not kicking so much ass financially, depending on how you wish to frame the debate. Still, as more and more IMAX screens open and studios continue to use it to entice more people to head to the theaters, it may be the studios’ biggest defense against a newer, more convenient home viewing model.