THE POLAR EXPRESS: AN IMAX 3-D EXPERIENCE, now in its second holiday season, has reached another box office milestone, surpassing $50 million at the box office since it premiered last November. The digitally re-mastered holiday classic was re-released Nov. 23 in IMAX theaters, simultaneous with its DVD launch, and has continuously been among the top 20-grossing films in North America. In its third weekend, from Dec. 9-11, the film registered an impressive 12th-place ranking on the charts, grossing $931,603 on just 66 screens. Numerous IMAX theaters across the network have reported strong advance ticket sales for this weekend and throughout the holiday season.
"We are thrilled that moviegoers are returning to IMAX theaters to experience THE POLAR EXPRESS again this holiday season," said Dan Fellman, president of Domestic Distribution at Warner Bros. Pictures. "The re-release IMAX 3-D version complements the marketing of the DVD release while offering families a unique holiday experience that they can't get anywhere else. We look forward to the film's continued stellar performance in IMAX theaters throughout this holiday season and those to come."
"IMAX theaters are top of mind for consumers this holiday season and we are confident that THE POLAR EXPRESS will continue to draw record crowds and generate incremental revenue for exhibitors and Warner Bros. Pictures well into 2006 and beyond," added IMAX co-chairmen and co-ceos Richard L. Gelfond and Bradley J. Wechsler.
"The film's success again this year demonstrates that THE POLAR EXPRESS has become a holiday perennial in IMAX theaters throughout the world," added Greg Foster, chairman and president of IMAX Filmed Ent. "We are thrilled to be able to continue delivering exceptional content to IMAX audiences through our partnership with Warner Bros. Pictures."
Research conducted at numerous IMAX theaters during the opening weekend of THE POLAR EXPRESS: An IMAX 3-D Experience revealed extremely high customer satisfaction levels. The research also indicated that more than half of the moviegoers surveyed saw the film last year in IMAX 3-D and would see it again in subsequent years, providing strong evidence that the IMAX 3-D film has the makings of a perennial holiday classic.
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 some of world's best cinematic presentations using proprietary IMAX, IMAX 3-D and IMAX DMR technology. As of Sept. 30, 2005, there were 261 IMAX theaters operating in more than 38 countries.
Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.
