Avatar Continues to Break More IMAX Records Every Week
by Alex Billington
December 29, 2009
Hollywood has shut down for the week, so there isn't much news to report. However, James Cameron's Avatar seems to still be kicking ass at the box office, landing in the #1 this spot last weekend and topping $600 million worldwide in just over 10 days. IMAX sent out a press release last night stating that Avatar is breaking more and more IMAX records, which is impressive because The Dark Knight set the bar quite last year. "To have reached $39 million from 249 screens in just 10 days demonstrates that moviegoers clearly understand the value of experiencing Avatar in IMAX," said Greg Foster, Chairman and President of IMAX.
If you haven't seen Avatar in IMAX 3D yet, it definitely is the way to see it, even though it wasn't "shot" on IMAX cameras. Although it was only "digitally re-mastered" for IMAX, it still looks incredible because of the level of detail in the visuals and 3D. The number of IMAX screens showing Avatar accounts for only 3% of it's screens overall, however approximately 12% of it's domestic revenue this past weekend ($75.7 million) was from IMAX. So it's making 12% of the revenue from only 3% of the screens. That definitely sounds like "consumers are clearly seeking out IMAX as the way to experience James Cameron's latest blockbuster."
If only they could've released Titanic in IMAX, too, they would've made so much money off of that! IMAX CEO Richard L. Gelfond stated in the press release that "Avatar is well on its way to becoming our highest grossing Hollywood IMAX title." Bravo James Cameron, you're latest movie is a tremendous success!