Is IMAX the New New Coke?

I was excited when my local AMC recently put up signs announcing that they had installed an IMAX screen. The only other IMAX screens in the area are down on the Mall and out by Dulles Airport; neither which is a fun trip. Having an IMAX 3 miles away in a place designed for easy access sound almost too good to be true.

I haven't gotten over there to see a movie on the new screen, but it turns out it probably is too good to be true.

This development (putting the IMAX stamp on large screens that are not actually IMAX format) is particularly disappointing coming from AMC, which is otherwise a great company.