Word: imax
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...lunar word, first with his star turn in 1995's Apollo 13, then with his 1998 HBO series, From the Earth to the Moon. Now Hanks is working the space beat again, preparing for this month's release of Magnificent Desolation: Walking on the Moon 3D, co-produced by IMAX and Hanks' own production company, Playtone. A 3-D, 70-mm, giant-screen spectacle that Hanks co-wrote and narrates, the movie re-creates what it's like to travel to the moon, bound around on the surface and head back home. Conventional movies have given viewers a sense...
James Cameron directed Aliens. He also directed Titanic. His latest movie, which opened last week, combines themes from both films and is called--what else?--Aliens of the Deep. This one's a documentary, shot in IMAX 3-D. It's his cinematic take on the emerging science of astrobiology, the search for life in other worlds. Paradoxically, astrobiologists are equally fascinated with outer space and the ocean depths, where water superheated by magma from the Earth's crust spews from cracks called hydrothermal vents and sustains a bizarre menagerie of bacteria and other aquatic life...
...once staid IMAX now has Hollywood sizzle and a new customer base: multiplex owners. The updated business model appears to be working. In the past year, IMAX had successful runs with three Hollywood titles, including Spider-Man 2, and has inked deals for 25 theaters worldwide. IMAX now operates 245 theaters in 35 countries, including China and India...
Eric Wold, an analyst for Merriman Curhan Ford & Co., believes IMAX gives movie studios and multiplex owners a competitive advantage--and generates extra revenues for both. Or as Dan Fellman, head of domestic theatrical distribution for Warner Bros. (owned by TIME'S parent company), puts it: "IMAX 'event-izes' your movie. It's that simple...
...Will IMAX be able to pull couch potatoes away from their plasma TVs? Polar Express's director, Robert Zemeckis, thinks so. "The one thing that IMAX delivers," he says, "you can't get in your home-theater system: this great big, beautiful image." Whether IMAX is the answer to Hollywood's troubles, though, may yet prove to be as ethereal as those magical 3-D snowflakes...