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"300" Sets IMAX Records

Posted on Wednesday, March 14th, 2007 8:28 PM

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The IMAX release of "300" titled "300: The IMAX Experience" set all kinds of records for an IMAX movie over the weekend, according to the IMAX Corporation.

Overall, "300" pulled in $70.8 million over the weekend, and the IMAX release was responsible for $3.6 million of that amount, or about 5% of the total box office. The fact that it was only playing in 62 theaters meant that its per-screen average was $58,000, which was also a record for an IMAX release. It also means that less than 2% of the theaters playing some version of "300" accounted for 5% of the box office sales for the movie.

This news has to be making the folks at IMAX do a bunch of high-fives and it would appear to make the recent announcements of IMAX installations by Dickinson Theatres and Regal Cinemas a wise move (especially for Regal, which is planning to have its installations in California, Oregon, and Florida done in time for "Spider-Man 3: The IMAX Experience" on May 4, 2007. I wonder how many more IMAX installation announcements we'll be seeing in the coming weeks...

Press Release

300 Storms Into IMAX(R) Theatres

Sets Multiple Opening Weekend Box Office Records for an IMAX Hollywood Simultaneous Release

Highlights include:

  • Largest domestic three-day total at $3.6 million
  • Largest opening day gross for any IMAX movie at $1,355,000
  • Largest opening day per screen average at $21,850
  • Largest opening weekend per screen average of $58,000

LOS ANGELES, March 13, 2007 /PRNewswire-FirstCall via COMTEX News Network/ -- IMAX Corporation and Warner Bros. Pictures today announced that 300: The IMAX Experience contributed a record-setting $3.6 million of the $70,855,301 that the film grossed at the domestic box office opening weekend. 300: The IMAX Experience played in 62 domestic IMAX(R) theaters, while 300 played in 3103 locations across the country.

Directed by Zack Snyder, the Mark Canton/Gianni Nunnari Production launched midnight Friday with sold out performances in 57 IMAX locations, which added to the film's opening weekend per screen average of $58,000, a new record for a Hollywood IMAX title. 300 also shattered every opening weekend record for an IMAX Hollywood simultaneous release, playing to sell-out crowds around the country.

300's box office domination led to 48 IMAX theatres reporting opening weekend records, and it also posted a staggering $700,000 in IMAX theatres on Monday, as the enthusiasm for the film continues. The film is booked in more than 25 international IMAX theatres, the first of which, Taiwan, opened this past weekend with outstanding results.

"We are beyond excited about the way moviegoers are responding to this incredible film," said Dan Fellman, President of Domestic Distribution at Warner Bros. Pictures. "The IMAX Experience(R) offers audiences an ultra-exciting way to take in the thrills of the battle of Thermopylae, and we look forward to more crowds filling theatres in the coming weeks."

"300's initial box office performance demonstrates that visually stunning and exciting films continue to draw commercial audiences to IMAX theatres," said IMAX Co-Chairmen and Co-CEOs Richard L. Gelfond and Bradley J. Wechsler. "We've had a long and successful relationship with Warner Bros. Pictures, we are pleased to have an extraordinary film like 300 in the March slot of our 2007 film slate, and we hope the film continues to be a significant draw for the IMAX theatre network in the months ahead."

"Zack Snyder's amazing vision of Frank Miller's graphic novel has transported IMAX audiences directly into the excitement of 300," added Greg Foster, Chairman and President of IMAX Filmed Entertainment. "Our partnership with Warner Bros. Pictures and our teams' joint marketing and distribution efforts have resulted in more audiences wanting to experience the 300 fever in IMAX's immersive format, and based on what we're hearing from our theatres and the opening weekend results, word of mouth about this fantastic film is spreading quickly."

Based on the epic graphic novel by Frank Miller, "300" is a ferocious retelling of the ancient battle of Thermopylae in which King Leonidas (Gerard Butler) and 300 Spartans fought to death against Xerxes and his massive Persian army. Facing insurmountable odds, their valor and sacrifice inspire all of Greece to unite against their Persian enemy, drawing a line in the sand for democracy. The film brings Miller's (Sin City) acclaimed graphic novel to life by combining live action with virtual backgrounds that capture his distinct vision of this ancient historic tale.

Warner Bros. Pictures presents in association with Legendary Pictures and Virtual Studios, a Mark Canton/Gianni Nunnari Production, "300". Directed by Zack Snyder (Dawn of the Dead), the film stars Gerard Butler (Phantom of the Opera), Lena Headey (The Brothers Grimm), David Wenham (The Lord of the Rings trilogy), and Dominic West (The Forgotten).

About IMAX Corporation

IMAX Corporation is one of the world's leading entertainment technology companies, specializing in digital and film-based motion picture technologies. The worldwide IMAX network is among the most important and successful theatrical distribution platforms for major event Hollywood films around the globe, with IMAX theatres delivering the world's best cinematic presentations using proprietary IMAX, IMAX(R) 3D, and IMAX DMR(R) technology. IMAX DMR is the Company's groundbreaking digital remastering technology that allows it to digitally transform virtually any conventional motion picture into the unparalleled image and sound quality of The IMAX Experience. IMAX's renowned projectors display crystal-clear images on the world's biggest screens, and the IMAX brand is recognized throughout the world for extraordinary and immersive entertainment experiences for consumers. As of September 30, 2006, there were 280 IMAX theatres operating in 40 countries.

IMAX(R), IMAX(R) 3D, IMAX DMR(R), IMAX MPX(R) and The IMAX Experience(R) are trademarks of IMAX Corporation. More information on the Company can be found at www.imax.com.

This press release contains forward looking statements that are based on management assumptions and existing information and involve certain risks and uncertainties which could cause actual results to differ materially from future results expressed or implied by such forward looking statements. Important factors that could affect these statements include the timing of theatre system deliveries, the mix of theatre systems shipped, the timing of the recognition of revenues and expenses on film production and distribution agreements, the performance of films, the viability of new businesses and products, and fluctuations in foreign currency and in the large format and general commercial exhibition market. These factors and other risks and uncertainties are discussed in the Company's Annual Report on Form 10-K for the year ended December 31, 2005.

Source: IMAX Corporation

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