Thursday, November 06, 2008

No Big Surprise: AVATAR Being Released On IMAX 3D Concurrently With Wide Release

Hey guys - Jim here. Well no biggie here really, and a no-brainer. IMAX and Fox have announced that AVATAR will be playing in the IMAX 3D locales at the same time as the wide release 3D venues (RealD, Dolby, etc). This was to be expected - every 3D screen counts!

It will be great to see it on different screens too as I will undoubtedly be seeing the darn thing about a dozen times in theater. Seriously.

"Our goal with 'Avatar' is to revolutionize live-action 3D moviemaking, and I have no doubt that it will look and sound incredible in IMAX 3D," said director James Cameron. "The larger field of view and powerful surround sound of an IMAX® theatre will completely immerse the audience in a way that cannot be experienced anywhere else."

"We are delighted to be releasing 'Avatar' in all available theatrical formats, and by including the premium IMAX 3D format, we can give consumers the entire spectrum of choice at the box office," said Bruce Snyder, President, Domestic Distribution, Twentieth Century Fox. "The IMAX theatre network is increasingly becoming an important part of our distribution strategy, as it continues to expand with its new digital projection system."

"'Avatar' is one of the most anticipated movies of 2009 and it is a powerful addition to our film slate," said IMAX Co-CEO's Richard L. Gelfond and Bradley J. Wechsler. "We are particularly pleased with Twentieth Century Fox's increasing interest in the IMAX theatre network, which is largely fueled by the rollout of our digital projection systems and IMAX's track record of strong box office performance."

"James Cameron is a genius filmmaker. His vision and 3D expertise make 'Avatar' a natural fit for IMAX and we believe it will resonate with our audiences as well as the millions of James Cameron fans across the globe," added Greg Foster, Chairman and President of IMAX Filmed Entertainment. "Every aspect of this film was meticulously designed for 3D, so when audiences experience this revolutionary film in an IMAX 3D theatre, they will feel as if they are actually IN the movie.

Good to see these things being laid to rest, but I knew it was coming - absolutely. No doubt.

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