Hey guy, I didn't mean IMAX Certification is just a gimmick, I should have been more articulative there, my bad. It's an awesome thing to have when combined with supported content. What I intend to mean is that it's a Software thing and manufacturers tend to upgrade these tweaking via Firmware Upgrade. As long as you have good hardware with solid basics, one need not worry. If the same model is certified for another certification in the future like Dolby Cinema, one should get it via Firmware Upgrade (some free/some paid). Auro-3d is one such example, manufacturers don't include this by default but you can opt for it by paying a licensing fee via a firmware upgrade.