IMAX saw its biggest five-day opening ever with last weekends estimated $3.16M debut of BATMAN BEGINS: THE IMAX EXPERIENCE. The opening day gross of approximately $754,000 proved to be an IMAX record as well for a Hollywood simultaneous release.
BATMAN BEGINS: THE IMAX EXPERIENCE opened in 55 North American IMAX theaters, registering an impressive per screen average of more than $57,500 over the five-day period from June 15 to June 19. BATMAN BEGINS: THE IMAX EXPERIENCE also opened strong in several key international territories, with IMAX theaters in the U.K., Mexico, The Netherlands and France reporting sold out shows, high occupancy rates and particularly strong results. The total box office grosses from the 16 international IMAX theaters that opened the film this weekend are estimated to be $487,000.
The two new AMC IMAX theaters located in Phoenix and Kansas City, which signed just six weeks ago and debuted with BATMAN BEGINS: THE IMAX EXPERIENCE, sold out almost all of their showings during their opening weekend. The newest Cinepolis IMAX Theatre, which opened in Guadalajara, Mexico, timed to the release of the film, also debuted with numerous sell-outs and great consumer response. The BFI IMAX Theatre in London was again the top performing international site in the IMAX theater network, with opening weekend grosses of $109,000. The Pathe IMAX Theatre in Amsterdam, the Gaumont Disney Village IMAX Theatre and the other Cinepolis IMAX theaters in Mexico City and Monterrey also reported impressive results.
"The strong opening weekend performance OF BATMAN BEGINS: THE IMAX EXPERIENCE is a testament to what a fantastic film this is, how ideally suited it is for IMAX's format, and the outstanding job Warner Bros. Pictures has done in promoting it," said IMAX co-chairmen and Co-ceos Richard L. Gelfond and Bradley J. Wechsler. "The strong word of mouth coming out of the first weekend leads us to believe this film will be a significant draw for the IMAX theater network all summer. Just as THE POLAR EXPRESS excited audiences in IMAX 3D, we feel BATMAN BEGINS in IMAX's format will bring in incremental 2D audiences eager to pay a premium price for The IMAX Experience."
"We couldn't be more pleased with the results from the opening weekend," added Dan Fellman, president of Domestic Distribution at Warner Bros. Pictures. "BATMAN BEGINS showed increasing momentum in both IMAX and 35mm theaters over the course of the five-day opening..."
"IMAX was heavily integrated into the marketing of BATMAN BEGINS, helping to further 'eventize' the movie and draw large numbers of moviegoers to IMAX theaters this past weekend," cited Greg Foster, chairman and president of IMAX Filmed Ent. "Our strategy of releasing the best Hollywood films converted into The IMAX Experience in both 2D and IMAX 3D continues to take hold, and audiences worldwide are embracing this premium moviegoing experience
The next Warner Bros. Pictures release in IMAX's format will be the highly anticipated CHARLIE AND THE CHOCOLATE FACTORY, directed by Tim Burton and starring Johnny Depp, opening domestically on July 15.
Founded in 1967, IMAX Corp. (www.imax.com) is the newest distribution platform for Hollywood content and one of the world's leading entertainment technology companies. IMAX delivers the world's best cinematic presentations using proprietary IMAX, IMAX 3D and IMAX DMR technology.
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
