If they were doing this in 1985, or even 1995, I might think they were attempting to re-invent the IMAX format. But in 2025, with a quote in the summary about box office revenues for blockbuster Hollywood films, I don't think that's necessarily what's going on.
Rather, I think a lot of people have gotten so used to watching movies at home, that they don't bother going to the movie theater at all unless it's to see the film "on the big screen". Cinema revenues have therefore dropped so much, that the modest number of people who go to an IMAX theatre to see Hollywood's schlock on an even bigger screen (which is not at all the same thing as going to an IMAX theatre to see an actual IMAX production), are starting to look like a significant chunk of market share, and the (surviving) cinema chains are looking at at that, going, "Why is their screen bigger than ours?" So they put in bigger screens, but people don't know about it and don't suddenly flock to it, because IMAX is already famous for having the biggest screens. So now the theaters want to market the fact that they've got big screens. Which is fine, as far as it goes, but it won't stop movie theaters from rapidly becoming a fundamentally obsolete business model. It puts me horribly in mind of West Virginia, in the mid twentieth century, when coal mining was becoming less and less profitable, and instead of moving to diversify into other industries, like everyplace else that had been relying on coal mines as a major source of economic activity, the entire state of West Virginia collectively went, let's double down on coal mining and corner the market, and push coal from 60% of our economy, up to 80% or more of our economy, nothing can go wrong with this plan.