'Polar Express' Hits Very Big

It proves to be a massive hit in the IMAX format, paving the way for Johnny Depp's latest to get the giant screen treatment.

Dec 22 2004

The release of 'The Polar Express' on IMAX has proved, once and for all, that the format is now a force to be reckoned with in world cinema.

In America alone, the IMAX 3-D print of the Tom Hanks blockbuster has grossed nearly $20 million, a fair chunk of the film's current $123 million domestic running total, and has also been a smash hit over here at the bfi London IMAX.

Imax co-chairman and co-chief executive officers Richard L Gelfond and Bradley J Wechsler had this to say of the film's success: 'The Polar Express: An IMAX 3D Experience' has re-written the record books for an IMAX DMR release and we're thrilled it continues to generate such fantastic results.'

IMAX 3D DMR is a process by which a conventional 2D, computer generated film is converted to 3D and then digitally re-mastered into IMAX's larger than life format using IMAX DMR technology.

The result is a totally immersive experience that could become increasingly common in big budget releases of this sort. Indeed, in related news, Warner Brothers recently announced they would be opening the Johnny Depp-starring 'Charlie and the Chocolate Factory' on IMAX and 35mm simultaneously in the States on July 15, 2005.

And as with 'The Polar Express', the film will be digitally re-mastered using IMAX DMR technology.

'We have worked with IMAX on six projects in the past two years and the box office performance and response from moviegoers has been consistently outstanding for each release', explained Warner's president of domestic distribution, Dan Fellman.

He continued: 'Millions of moviegoers around the world have enjoyed Warner Bros Pictures' releases digitally re-mastered into the IMAX Experience, and 'Charlie and the Chocolate Factory', much like 'The Polar Express', is exactly the type of family event movie that has proved to be so popular in IMAX's format.'

So while we shouldn't expect to see 'Vera Drake' or the latest Ken Loach picture in this format any time soon, if IMAX's success continues, expect to see increasing numbers of big budget, family films being transferred to this big, big screen in the very near future.

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