Imax took $1.5MM for Eclipse over the weekend (domestic), from $31.7MM total. Just 4.7%. I think we're getting to the point where Inception really needs to be a hit for Imax.
The Bulk of the business for Eclipse was always going to be the first few days. As more films are put into the IMAX schedule some are just not going to do business. When IMAX was doing 6-8 pictures a year it was easy to pick out films for their prime demographic and throw in a couple of 3D animated features. With an expanded schedule it's not going to be that easy.
I have extremely high hopes for INCEPTION. If the picture does well and the IMAX percentage is not up there at that point I'd worry a little. I would say the biggest problem was the price increase. I'm going to see Inception at the film based IMAX at 68th and Broadway. IMAX ticket is 19 for adults while a regular theater is 13. That is a pretty steep markup for IMAX. I think in NY its 17 for digital IMAX.
If Imax doesn't do the big percentage I think it's a pricing problem. Meanwhile I just checked and midnight show there thursday and Friday 9:45 are sold out. I THINK OPENING WEEKEND WILL BE BIG. This is the First Summer Blockbuster aimed at adults getting good reviews. Not only are the reviews good, they are great.
<<Imax took $1.5MM for Eclipse over the weekend (domestic), from $31.7MM total. Just 4.7%. I think we're getting to the point where Inception really needs to be a hit for Imax.>>
Imax is taking in a smaller percentage of the total box office than before. This started with Ironman2. Why is has happened is hard to say. The price increase actually occurred with How to Train Your Dragon which was not negatively affected. The important thing to point out is that Imax is taking in a smaller percentage of an enormously increased overall box office. Last year the pictures that Imax got occupied 3 out of the top 10 slots. This year we are 6 out of 6. Imax never had a Star Wars Picture, A Lord of the Rings Picture or a Pirates of the Caribbean Picture (it will have the next one.). Toy Story3 was Imax's first Pixar picture. It has a deal with Disney for all the Pixar movies for years to come.
was this news out on monday, I'm curious if we are going to have a downfall tuesday over this news, which would suck cause it seems the market are going for a 100pt day on the dow. If this news was out on monday during market hours, tuesday should be a good day and a day we close over 13.