Regardless of how Time Warner's (TWX) movie division fairs overall this summer, The Man of Steel has been a boon for Imax (IMAX). Choose your metaphor: "Superman Returns" either soared with, flew away with, or as Sandy Brown of TheStreet.com says, "lifted" Imax this week when the movie took in $6.83 million during its first seven days as an "Imax 3D Experience." This special 3D-enhanced version of the film is currently showing on over 70 Imax screens in the US.In recent summers movie-goers have shown themselves to be more the up to the challenge of craning their necks for recent Hollywood blockbusters such as "Batman Begins" and whatever they called the last Matrix movie, as opposed to just the forty-five minute glacier, coral reef, or mountain adventure odysseys that still dominate the big big big screen.
A little 3D Imax buzz can only help Time Warner, which has seen the decent revenue taken in by this lynchpin film in its summer schedule overshadowed amidst repeated reminders in the media that, yes, other superhero movies have opened stronger -- and that is without even mentioning the decidedly mixed reception the movie got from critics.
[Disclosure: I have seen "Superman Returns" once, on the regular-sized big screen, liked it, and will probably see it again.]
(You can read more about Superman breaking a box office record from Christopher Campbell at Cinematical).
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