Word: imax
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Dates: during 2000-2009
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...IMAX is pitching its wares to multiplex theaters and Hollywood...
...seat IMAX theater in Grand Rapids, Mich., Nov. 12 was a banner day. On the 53-ft.-high screen that evening: the first full-length feature converted into IMAX 3-D, Warner Bros.' The Polar Express. One performance after the other sold out--and the momentum kept up all weekend, even with ticket prices at $13. When the receipts were counted, this IMAX screen had raked in more for the film's opening than any other theater in the state. "We would've done even better," says John Loeks, CEO of Celebration! Cinemas in Michigan...
...IMAX executives, those results are almost as magical as the snowflakes seemingly drifting down over audiences watching Polar Express in 3-D. While the regular film didn't do as well as expected on its opening weekend, the 3-D version set a record for IMAX, pulling in an average $35,600 per screen--roughly six times as much as conventional theaters. Armed with those numbers, IMAX hopes it can convince Hollywood and theater operators that IMAX movies can draw big crowds at premium prices. For an industry stung by a 4% drop in attendance last year and probably steeper...
...less likable. They are as wooden as Snow White's prince. And just because it is now possible to count every hair on their heads doesn't mean we want to. But look, it's not art. It's a head trip. You could argue, in fact, that the IMAX Polar Express returns movies to their most primitive beginnings, when the simple act of realistically capturing motion on a screen--narrative subtlety be damned--was sufficient to thrill, enchant and totally involve an audience. By that crude standard, this film is an experience not to be missed. Or, perhaps, repeated...
...IMAX: Polar Express glows...