IMAX: More Records Fall to Twilight

As expected, The Twilight Saga: Eclipse had a huge opening on IMAX; in fact, it set a record, pulling in $1 million during midnight screenings alone. This broke the previous record of $950,000 held by Transformers: Revenge of the Fallen. Over the six days, the film made $9 million on 193 IMAX screens domestically, while it added $235,000 on just 11 IMAX screens internationally.

Also announced this week were the results of IMAX's second quarter at the box office, and they were impressive. From April to June, IMAX pulled in $115.0 million, which is a 37% increase from the same time last year. It goes without saying that this is much stronger than the industry at large. Over the first six months, IMAX has generated $347.2 million in ticket sales, more than triple last year's pace. Even if you don't take into account Avatar's record-breaking run, the super large format saw its per screen average increase by 13% to $647,000. This is likely a major factor why the company has been able to announce the addition of 89 theaters so far this year, compared to 35 all of 2009.

Up next for IMAX is Inception in a couple of weeks, while the fall schedule includes Resident Evil: Afterlife and Guardians of Ga'Hoole in September, The Deathly Hollows in November, and Tron in December.

- C.S.Strowbridge

Source: IMAX.com
Date posted: 2010-07-07