What was once thought a dying technology has gotten a repreive in the last couple of years with the help of some of the biggest filmmakers in the world.
With almost 20% of Avatar‘s box office coming from IMAX screens, it really is no surprise that 25% of TRON‘s Box Office is driven from IMAX attendance.
What is interesting is that out of the 3,500 screens that Tron was playing on, only 235 of them were IMAX. So basically, 25% of the gross came from 7% of their theatres.
Movies that are as visually appealing, as these two films are, just scream for viewing on the IMAX technology. The technology is just as important as the content. I saw TRON at the newly minted Cineplex AVX theatre here in Toronto. Going in I was extremely skeptical because I have been promised ‘a great theatre viewing experience’ before. The movie was that much better because of the environment I saw it in. It actually rocked. The technology was amazing and will only get better.
The IMAX viewing was that much better. Theatres have finally smartened up it seems and learned that we will pay more for a better experience, just deliver it.
You can thank Christopher Nolan for the mainstream buy-in. Seeing Dark Knight in IMAX was one of the greatest movie-going experiences I had in a very, very long time.
By the way, I would buy IMAX stock pretty damn soon if I were you. Nolan is filming pretty much all of Dark Knight Rising in IMAX.
source - /Film.
