Responding to the recent flap over the smaller size of IMAX screens in new locations, IMAX CEO Richard Gelfond says that he has asked a Hollywood market-research firm to determine how serious an issue the matter is. In an interview with Los Angeles Times columnist Patrick Goldstein, Gelfond says that he expects the study to determine, "Is it just a few bloggers or is there really a bigger adverse audience reaction?" Asked by Goldstein why the company doesn't simply put up a sign outside IMAX theaters specifying the size of the screen, Gelfond responded, "We're thinking about doing that kind of thing," then said more emphatically later, "We're going to do something about disclosing information. Period. The market-research survey is really just to help figure out what to do, not if we should do something."