Douglas Duncan, director of the recently renovated Fiske Planetarium in Boulder Colorado, US, has said that Planetariums suffer from branding challenges.

Speaking to Attractions Management, Duncan said “Numbers have grown mostly through word of mouth. There’s a branding challenge with Planetariums in general.

“If your dome is called a planetarium rather than a digital video theatre, then people will only associate it with the stars and planets, whereas of course you can project anything from volcanoes to underwater exploration.

"People tend to know that an Imax is a big blank screen that you can fill with different content, but what we essentially have here is a big blank dome that can do the same."