Can the “Dark Knight” Save IMAX?
Interesting article today from The Hollywood Reporter (see link below) on the impact The Dark Knight is having/may have on IMAX movie theatres.
The problem that IMAX has had is two-fold. 1) There aren’t that many IMAX theatres around the country, and certainly nowhere near the number of normal projection cinemas. Tickets to an IMAX event are more costly as well, but its not a significant difference that would affect it as much as the lack of screens would. As the article states, there are about 160 IMAX screens in North America….but many of those are found in museums, aquariums and similar venues which are deemed unsuitable for a Hollywood release. The Dark Knight saw release on just 94 IMAX screens. While that kind of scarcity can keep screenings full and sold out, it definitely becomes a limiting factor when most people will just opt to go to their local multiplex.
2) Hollywood films are not filmed in IMAX and thus don’t take real advantage of the benefits visually or audibly. There hasn’t been a live action Hollywood release shot entirely in IMAX and so far only a few films like Journey to the Center of the Earth and Beowulf have made use of the 3D offerings in IMAX with any kind of success, and that has been moderate. So even when a big time film gets released in IMAX there isn’t much of a differentiation between it and the one shown down at the local AMC. Until now.
Clocking in at 2.5 hours or so, the Dark Knight has on total about 30 minutes filmed on IMAX cameras a siginficant portion compared to other films. And given its popularity, it is just the type of film needed to get people lining up at the IMAX doors and demanding the type of experience that IMAX offers. This is definitely a step in the right direction. And as the article notes, at an average of 67,000 in sales PER screening the value for IMAX to have sold out shows is there. Those kinds of numbers will show studios that there is untapped profit to be made and in turn allow IMAX to reduce the production costs of using their cameras because of the additional revenue streams. A win win for Hollywood and for IMAX toward create a more engrossing cinematic experience.
Is the Dark Knight the shining savior that IMAX has been hoping for? No… Not every film that debuts with IMAX showings is going to be the kind of boon that The Dark Knight has been and there are still technical difficulties with the size, film time, and sound that comes with using an IMAX camera that need to all be figured out before they become more widely used for anything except for action or “high flying” sequences.
But…the Dark Knight definitely is a step in the right direction. So long as the momentum is continued. If future Hollywood blockbusters that are expected to draw crowds like Harry Potter, Ironman 2 or even the next Superman film embrace filming in IMAX then the medium will continue to grow and the number of screens across the country will grow as well. If not…well then The Dark Knight will exist merely as a blip on the radar…a momentary high point for IMAX who will again find themselves relegated to showing the latest “Under the Sea” documentary at your local aquarium.
http://www.hollywoodreporter.com/hr/content_display/film/news/e3i11f792c8aef008a0cc277ca798facbac
