The IMAX Corporation, and The Prasad Group, India's leading entertainment developer, today reported that the Prasad's IMAX (R) Theatre is the top performing international IMAX theatre showing Spider-Man 3: The IMAX Experience.
The theatre reported gross box office receipts for the IMAX DMR (R) (Digital Re-Mastering) version of Spider-Man 3 of more than $3,00,000 since its highly anticipated May 4th opening. The majority of shows have been sold out through its first three weeks, with more than 70,000 admissions, posting an average occupancy rate of 90 per cent.
The popularity of The IMAX Experience (R) in this market reinforces IMAX's ongoing interest and commitment to expand in India -- one of the world's most avid moviegoing countries. The success coincides with the steady rollout of Hollywood event films that have been digitally re-mastered into IMAX's 15/70 format through the Company's revolutionary IMAX DMR technology.
With strong performances of many Hollywood IMAX DMR titles, the Prasad's IMAX Theatre is a top performer within India's exhibition industry, with the highest grossing or top attended screenin India for The Polar Express, Harry Potter and the Prisoner of Azkaban, Harry Potter and the Goblet of Fire, Spider-Man 2, Superman Returns and Spider-Man 3.
"The box office performance at the Prasad's IMAX theatre clearly indicates that there is a very strong demand for The IMAX Experience in India," said Ramesh Prasad, Managing Director of the Prasad Group. "We have enjoyed great success with the strong pipeline of major Hollywood releases that have been digitally re-mastered into IMAX's format as well as the numerous films that are being released in the traditional IMAX documentary genre. Needless to say, we are thrilled with the news that we are once again the strongest performing international IMAX location, and we look forward to entertaining our customers with all of the new films slated for release in this amazing format."
"The Prasad's IMAX Theatre has demonstrated the power of The IMAX Experience to almost two million moviegoers in India, and its consistent success throughout the years can be attributed to Prasad's talented management and marketing team, and the consumer demand for IMAX in this country," said Larry T O'Reilly, IMAX's Executive Vice President, Theatre Development.
"We would like to congratulate the Prasad Group on their success and look forward to our continued expansion in India later this year when the Kolkata Theatreat Mani Square Mall owned by AerenR Enterprises is scheduled to open its doors."
Following Spider-Man 3, the next major Hollywood motion picture to bereleased to the IMAX theatre network will be Harry Potter and the Order of the Phoenix, featuring scenes converted from IMAX 2D into IMAX(R) 3D -- the most immersive cinematic 3D ever created.
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