LOS ANGELES, March 15, 2004 - IMAX Corporation, the world leader in large format entertainment technology, and Warner Bros. Pictures today announced the record-breaking opening weekend box office performance of their first IMAX(R) 3D film collaboration, "NASCAR 3D: The IMAX Experience." Over the three-day weekend, the film grossed $1,467,406 in 68 IMAX(R) theatres in North America. "NASCAR 3D: The IMAX Experience" set the record for both the highest grossing opening weekend for an IMAX originally produced film and the highest per-screen average for an IMAX 3D film.
At an impressive $21,579 per-screen average, "NASCAR 3D: The IMAX Experience" was significantly higher than the per-screen averages of the weekend's top ten highest grossing films.
IMAX theatres in all regions of the country, including cities such as Atlanta, Boston, Dallas, Denver, Detroit, Little Rock, Philadelphia, Pittsburgh and Providence, sold out the majority of their shows. Many theatres throughout the IMAX network drew new audiences and shattered house records making "NASCAR 3D: The IMAX Experience" the most successful film opening for several IMAX theatres.
"We are very excited about the initial box office success of our first IMAX 3D film," said Dan Fellman, President of Domestic Theatrical Distribution, Warner Bros. Pictures. "The powerful 3D images in 'NASCAR 3D: The IMAX Experience,' combined with the superior sound of an IMAX theatre, captures NASCAR racing in a way that is truly unique and captivating-placing audiences right in the driver's seat and in pit row."
"We are thrilled that 'NASCAR 3D:The IMAX Experience' had such a terrific opening weekend and has received outstanding critical response.
We congratulate our partners at Warner Bros. Pictures, NASCAR and the filmmakers on the successful opening of their first IMAX 3D film," said IMAX President of Filmed Entertainment, Greg Foster. "Moviegoers' reactions this past weekend at our commercial theatres as well as our institutional theatres have been enthusiastic, which underscores this film as a great fit for the entire IMAX theatre network."
"It's great to see that people are experiencing the excitement of NASCAR through the power of The IMAX Experience(R)," said Paul Brooks, President of NASCAR Digital Entertainment. "'NASCAR 3D: The IMAX Experience' enables us to inform and excite people about this great American sport with an authentic and immersive 'behind the scenes' look at all aspects of NASCAR. We are hearing great reviews from our core fans and that is the best indicator we could possibly have."