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IMAX CREDITS INCEPTION FOR BIG BOOST IN PROFIT

October 29, 2010 by · Leave a Comment 

Christopher Nolan’s Inception was not filmed in 3D, and there was never any public talk about converting it in order to take advantage of 3D premium pricing. But it was shown on virtually every IMAX screen available at higher prices, which helped lift it into the box-office stratosphere and boosted IMAX’s profits in the bargain. The company reported on Thursday that its year-to-date earnings were up 17 percent from the comparable period a year ago, and it credited Inception for raising its profits and also its profile. Some $50 million of Inception‘s $815-million gross came from IMAX theaters. In a statement on Thursday, IMAX chief Richard Gelfond said, “The performance of Inception demonstrated how our fans seek out IMAX because it is the best way to experience a movie, whether in 2D or 3D.”