AVS Forum banner
Status
Not open for further replies.
1 - 5 of 5 Posts

·
Registered
Joined
·
2,512 Posts
Discussion Starter · #1 ·
Imax, Warner Deal Targets Blockbusters

30 minutes ago


By ANDY GEORGIADES


TORONTO - Imax Corp.'s latest deal with Warner Bros. Pictures is a giant leap forward in the company's crusade to make its large-format cinemas a release window for Hollywood blockbuster films.




Imax has said that the simultaneous release of first-run Hollywood event films in its theaters is the "holy grail" for the company, and it's something investors have been anxiously anticipating for some time.



Although "The Matrix Reloaded" will open in Imax theaters two or three weeks after its general release May 15, "The Matrix Revolutions" will open Nov. 5 in both conventional and Imax cinemas. That will mark the first time that a live-action Hollywood film is released concurrently in both large- and standard-sized formats, known in the industry as a day-and-date release.



Richard Gelfond, co-chief executive of Imax, said the deal is a "watershed event" for the company.



He explained that ensuring a steady supply of content from the studios, especially commercial Hollywood blockbuster films, is an integral part of the overall business strategy — selling Imax theater systems.



The other component was the development of a product that would lower the costs to exhibitors of installing an Imax system in their multiplexes, which has already been accomplished with the Imax MPX system, announced in February.



Gelfond said that "The Matrix" movies met all the criteria for the first Imax day-and-date release. "It's a visual spectacle. It has the kind of soundtrack that will take advantage of our 12,000-watt sound system," he said. "And most importantly, they're really the franchise movies of the year. There wasn't a better film than The Matrix, and in fact, we got a little lucky that there were two of them."



He said Imax had been negotiating with Warner Bros. for the third installment only, but when certain executives saw the tests, they were so impressed by the "visual splendor" that it turned into a two-picture deal.



Unlike the Imax digital re-mastering releases last year of "Apollo 13" and "Star Wars: Episode II — Attack of the Clones," "The Matrix" films won't have to be shortened, as Imax reel units can now support film lengths of 150 minutes.



This isn't the first time Imax and Warner Bros. have made a deal. In February, the two announced a collaboration on a new Imax 3-D documentary film about auto racing. Imax has previously announced film deals with Walt Disney Co., Universal Pictures, a unit of Vivendi Universal, and 20th Century Fox, a unit of Fox Entertainment Group Inc.



"If ever there was an indication that our business is migrating to Hollywood, I think the fact that more than half the studios will have released Imax films in a one-year period of time validates our strategy," he said.



Gelfond said research shows customers love Imax and are willing to pay a premium and drive further for the experience, which is another incentive for studios to adopt Imax digital re-mastering technology.



Shares of Imax rose 77 cents, or nearly 13 percent, in midday trading Wednesday to $6.83 on the Nasdaq Stock Market.
 

·
Registered
Joined
·
506 Posts
I haven't been to an IMAX theater in a long time. But if I remember correctly, isn't the aspect ratio more in line with 1.33:1. They won't be cropping the Matrix will they?


Please feel free to correct me if I'm wrong


Thanks,

Rick
 

·
Registered
Joined
·
940 Posts
I saw Attack of the Clones in an IMAX theater (Luxor, Las Vegas) and it was cropped.


I'm sure they'll crop the Matrix too...
 

·
Registered
Joined
·
1,703 Posts
When I saw a sneak preview of X2 the other night, the theater owner (Cinemark Carefree Circle in Colorado Springs) tried to hype up the IMAX showing of The Matrix Reloaded. Since this movie will probably be 2.35:1, it will definitely be cropped for IMAX.


Actually, FYI, this theater in particular has been showing first-run films on their IMAX screen for quite some time. I recall they had Spiderman on IMAX day and date, and I also saw Signs that way.


Signs wasn't so bad (in fact it was the first time I saw an IMAX feature at this cinema), since it was 1.85:1 and there wasn't too much to crop.


Nevertheless, I can't imagine seeing a huge blockbuster movie cropped so severely just so I can see and hear it in IMAX. You can count me out, man.
 

·
Registered
Joined
·
347 Posts
Quote:
Originally posted by drvais


Actually, FYI, this theater in particular has been showing first-run films on their IMAX screen for quite some time. I recall they had Spiderman on IMAX day and date, and I also saw Signs that way.
I think the difference is that they are talking about remastering the film for IMAX large format, rather than just projecting the standard small format film onto the IMAX screen, which is what I believe they usually do.
 
1 - 5 of 5 Posts
Status
Not open for further replies.
Top