Warner Bros. to Simultaneously Release Poseidon in IMAX Theaters
Posted on Thursday November 3, 2005
Filed under
The IMAX Corporation and Warner Brothers announced in a joint press release this morning that the upcoming adventure flick Poseidon will be released simultaneously in both IMAX theaters and conventional theaters.
The film, a reworking of the 1972 hit The Poseidon Adventure, is slated for a May 16th release, making it one of the earlier entries in "blockbuster season." So far this year, Warner Bros. has announced two other simultaneous releases with IMAX for 2006 - Superman Returns and Happy Feet. To IMAX's credit, they have done an outstanding job in picking quality films - we can't recall a "commercial" IMAX film that hasn't performed well, and in some cases (as with The Polar Express) the IMAX versions have outperformed their conventional counterparts.
Warner's move is part of a recent movie marketing trend of eventizing new releases with high tech, value-added features. Other efforts in this vein include the return of 3-D (via Disney's Chicken Little) and hi-def digital projection (the recent Star Wars release). As home entertainment becomes more like the theatrical experience, expect more moves in this direction.
Post a comment
Comments