Jon Favreau's Iron Man 2 Getting Released in Digital IMAX!
by Alex Billington
January 14, 2010
Paramount announced today that IMAX will be releasing a digital version of Iron Man 2 in IMAX theaters starting simultaneously with the release of the movie on May 7th. Since it was not shot with IMAX cameras, it will be upconverted using their DRM technology. “The success of the first Iron Man movie catapulted the franchise from the comic books to theatre screens, and we’re excited that the IMAX format will offer fans an even more immersive way to experience the sequel,” said Tim Connors, COO of Marvel Studios. As great as it is to see movies on IMAX screens, it's only truly worth it if was shot in IMAX or uses 3D (like Avatar).
“The rollout of our digital projection system has enabled us to add more films to the slate, and we’re very excited to partner with Marvel and Paramount on this next installment of the incredible Iron Man franchise," said IMAX CEO Richard L. Gelfond. I don't want to dig up any dirt again, but every time I write about this kind of news, I start to wonder whether LieMAX is really affecting anything. Avatar has broken so many records that I know it didn't hurt them. But the focus this time is on digital screens, which is exactly what LieMAX is. I'm surprised there's not more of a backlash to this. Will you see Iron Man 2 in IMAX?
Reader Feedback - 16 Comments
i'll see it in imax if i can, i agree in that it would only be worth it if it was shot in imax tho. but whatever... i mean, was harry potter shot in imax at all? not sure what the point of this question is anymore.... -.-
lego on Jan 14, 2010
al least its not in 3-D.
Xerxex on Jan 14, 2010
Nope I'm watching it in a regular theater. In the case of Iron Man 2 I think the IMAX will only add louder, higher quality sounds. While this is a good thing, I don't know of it's worth the extra admission price.
The Man With No Name on Jan 14, 2010
I am a poor college student so probably won't put out the extra money to see it in IMAX. Honestly after the Dark Knight I am not sure if I will ever enjoy just a digital conversion. Here's to Nolan bringing us Batman 3 entirely in IMAX.
Jordan on Jan 14, 2010
I think IMAX is great when you want an experience more than a film. Avatar in IMAX 3D was amazing, but I agree that unless something was shot for it, or is in 3D, it's not worth seeing it in IMAX. And #4 is right, it's harder as a poor college kid to go to the movies frequently in general, let alone to an IMAX screening every time.
Pale Paul on Jan 14, 2010
lets face it, poor college kids are the primary problem to the entertainment industry in that most of them just download.
lego on Jan 14, 2010
I'll stick to regular screens.
germs on Jan 14, 2010
Imax is good, but I perfer good ole regular screen. And Imax 3-D for Avatar was just awful, so I'm happy Iron Man 2 stayed away from the gimmick.
Xerxex on Jan 14, 2010
Ill Wait till i can download it! lol jk
Poopoo on Jan 14, 2010
Wish the hollywood hard on for 3-d and IMAX would go away. Unless its Nolan...lol
Cody on Jan 14, 2010
if its not shot in imax its not worth it @6 I don't know if exposure to a brand is bad. If they are poor and won't spend the money to go to the theatre, if they see it and they like it it might increase the odds of them buying the DVD or merchendising of some sort or go experience it on the big screen. What is hurting the industry more than pirating is the fact they are constantly turning out crap movies and ticket admissions are only going up. This means people will wait for something they are really excited for or hear good things about... and if you lose money of 5 bad movies and make some on 2 good movies, well you do the math. Personally i am tired of reimagined sequels based on reboots, or board games
Janny on Jan 14, 2010
@11 I totally agree with you. @6 I disagree that college kids are the primary problem to the entertainment industry. The bottom line is that people will generally pay for something good (or something that seems good based on marketing). Just look at how many poor college kids paid $60 for COD: Modern Warfare 2. So the movie industry is either charging too much for movies or not making things that people deem worth to be watching on the big screen. I think it's a combination of both. Don't get me wrong, I think there are plenty of great things being worked on, but there seems to be a great deal of crap coming out too. In the end, the industry needs to figure out a way to produce a product that is desirable enough (either through price or quality). 3D is sort of working since you can't really replicate that in a pirated way (next wave of piracy?). But things like Netflix streaming and VOD are leading the charge for the new generation of media consumption.
brent on Jan 14, 2010
there is a technical reason why full length dialogue heavy movies aren't shot in IMAX.....the IMAX camera itself is too loud while in operation!....all of the audio would have to be looped in post production....just not practical
monal on Jan 15, 2010
probably gonna be a good show but that poster is just so gay...a little too much mano a mano implied...
jesus in the coffecan on Jan 15, 2010
finally, warmachine!!! ^_^
HP on Jan 15, 2010
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