3-D is helping brighten the picture for Imax
The big-screen-projection pioneer has reaped more than $150 million in ticket sales from 'Avatar' alone. The once-troubled company expects to post its first annual profit in four years.
When director James Cameron wanted to give fans a glimpse of his 3-D epic "Avatar" last summer, he opted to show the first 15 minutes of the sci-fi film in big-screen Imax theaters in the U.S. and Canada. ¶ "We thought it was the perfect way to introduce the movie to the public," said "Avatar" producer Jon Landau, chief operating officer of Cameron's production company, Lightstorm Entertainment. "We wanted 'Avatar' to be an immersive experience, and really, there's nothing more immersive than the Imax screen." ¶ The thumbs-up from Hollywood's self-proclaimed "king of the world" would prove to be a boon to the Canadian company Imax Corp., which so far has reaped more than $150 million in ticket sales from "Avatar," the highest-grossing movie in history. It also underscores how the company's fortunes have brightened since three years ago, when Imax struggled under massive debt, a tumbling stock price and doubts that it could survive the digital revolution.