IMAX, Warner Bros to release 20 films in IMAX
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The IMAX Corporation and Warner Bros. Pictures announced on Wednesday that they would jointly release up to 20 Warner Bros. films in IMAX's format over the next three and half years.
The agreement strategically aligns Warner Bros.' tent-pole business with the increasing worldwide popularity of The IMAX Experience(R) in both 2-D and IMAX(R) 3-D, providing the studio with an added distribution platform that consistently delivers strong box office returns, both parties said in a press release.
"Our track record with IMAX has been incredible, and incorporating 3-D into this collaborative effort will serve as the ultimate experience for our audiences," said Dan Fellman, President of Domestic Distribution, Warner Bros. Pictures. "We are extraordinarily proud of our forthcoming slate and eager to offer these films to audiences in the most premium of movie-going experiences."
"This important announcement provides increased visibility into our future film slate, enabling existing and potential exhibitors to better know what's 'coming soon' in their IMAX(R) theaters," CEO of IMAX Richard L. Gelfond said.
Warner Bros. movies that are slated to be released in IMAX are: Legends of the Guardian: Harry Potter series; Happy Feet 2 (3-D) and The Hobbit.
Warner Bros. and IMAX also plan to release an additional 15 films over the course of 2011, 2012 and 2013, including Gravity, Dark Shadows, Fury Road, Batman 3, and Superman, it was announced.
The two companies began to cooperate in 2003. Since June 2003, Warner Bros. Pictures has released 25 titles in IMAX's format, 10 of which featured IMAX 3-D, including several live action pictures that were partially converted into 3-D with IMAX's proprietary 2D-to-3D conversion technology.
Warner Bros. films have earned about 565 million U.S. dollars in box office revenues at IMAX theaters around the world.
The new agreement would further cement partnership and reinforce commitment to providing highest level of theatrical presentation available, both companies believe.
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