[chinpokomon]

Kleenex could have rebranded as Snot Rag. "Hand me a Snot Rag?, I need to clean my glasses."

The difference is that Kleenex facial tissues and Otis Escalators (moving staircases?) are unique terms that have no other well known counterparts or alternative generic terms. It is unlikely that IMAX is going to replace the generic term movie theater, and even less likely that the general public is going to distinguish between movie theater and large screen format movie theater -- it's just a bigger screen for what is otherwise the same.

Do people make a distinction between THX and Dolby Digital sound systems in theaters and say let's go see something at the THX or Dolby Digital? That doesn't happen because those technologies only contribute to the experience, they don't define it as something unique.