Finally! A thread in my area of expertise! (Full-time IMAX journalist, here. Really.)
Sorry, Zebra, you’re mistaken. Although some IMAX theaters have shown 35mm prints of other films, that practice has almost completely ended, and Batman Begins and Polar Express were shown in the IMAX format at dozens of IMAX theaters around the world. (However, they were not originated in that format, as traditional giant-screen films, like Everest, were.
About three years ago Imax Corp. began offering a process it calls DMR (for Digital Re-Mastering–yes, I know they mixed it up) in which they scan the 35mm original film and, with some very sophisticated degraining and image enhancement software, improve the picture and print it out to their large format 70mm film. (Don’t be fooled by the relative gauges of the film: the IMAX frame is about 10 times larger than a 35mm frame, not merely two or four times.) At the same time the sound is remixed for the 6-channel digital IMAX sound systems.
They’ve done the following films so far:
Apollo 13
Star Wars, Episode 2
Matrix Reloaded
Matrix Revolutions
Harry Potter and the Prisoner of Azkaban
Spider-Man 2
Polar Express (3D)
Robots
Batman Begins
Charlie and the Chocolate Factory
Coming in November: Harry Potter and the Goblet of Fire.
The comments from posters here are basically what the company has in mind: distinguishing their customers’ theaters from those of their competitors.
I’m interested to read Shoeless’ comments, because the AMC IMAX is one of the first to use a new projection system called MPX, designed for multiplex theaters. Somewhat paradoxically, it is intended for smaller theaters, allowing multilplex operators to put IMAX in existing theaters (as in KC) without having to build the much more expensive auditoriums with screens up to eighty feet tall. I’d be interested in knowing if you’ve been to the IMAX theater at the K.C. Zoo or the Iwerks (an IMAX competitor) theater at Union Station, and if so, how they compared to the AMC’s theater.
Imax Corp. is the only company converting Hollywood films to the giant screen now, but for a few years Disney was doing it, too. They started with Fantasia/2000 in 2000, and for the next few years Disney converted (in-house, with their own process, not Imax’s DMR), Beauty and the Beast, The Lion King, and Treasure Planet. Fantasia/2000 grossed $75 million in 75 theaters in four months (unprecedented by IMAX standards), but Beauty only did about half that, Lion King half of that, and no one wants to talk about Treasure Planet. Before 9/11, there had been plans to convert Aladdin, and Tarzan was reportedly mostly done when Disney pulled the plug on further giant-screen re-releases.
Of the IMAX DMR films, the biggest so far was Polar Express, which was also the first to be converted to 3D exclusively for IMAX presentation. This was technically feasible because the computer animation of the original was modelled in 3D, so generating the second “eye” view was, if not trivial, simpler than trying to convert a live action 2D film to 3D. (Imax and other companies are working on that technology.)
The big issue facing Imax, and our whole industry, is digital 3D. This fall, 100 theaters in the top 25 US markets will show the animated film Chicken Little in digital 3D. Although the screens won’t be as big as traditional IMAX screens (although they will be about the same size as some of the MPX screens), they will be offering a high-quality 3D experience that is likely to be very popular.
Several companies now are saying that over the next year or two they will be equipping thousands of theaters with digital 3D projectors and converting Hollywood films to 3D. Considering that these systems will cost roughly a quarter to a third the price of the least expensive IMAX system, such developments are bound to have an impact on the company and the business.
However, Imax continues to announce new DMR releases, and has said that in 2006 they will release the first live-action film converted to IMAX 3D.