quote: Eric Hooper

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The public doesn't even know what DMR is. They just think HP3 is being projected on a large screen in the IMAX auditorium...

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My thoughts as well. For opening weekend of Harry Potter, I was doing live announcements (while leaning out the port window) and doing a whole "The film you are about to see IS IN FACT an IMAX presentation! Warner Bros. and IMAX have blah, blah, blah ..." And of course I wrapped it up telling people that if they enjoy the presentation then to encourage others to see it specifically in IMAX.

The reactions were tepid at best. Any perceived enthusiasm was solely the fact that the new Harry Potter was finally out; nothing to do with IMAX.

The only marketing seems to be the stupid "Cast Your Spell in IMAX®" tag line that replaced "Something Wicked This Way Comes" on the poster. Now, really, who's going to a) notice that, b) recognize the significance, or c) care enough to make the decision to view the movie that way?

Beyond this, our electronic marquee out front displays "IMAX: HARR" before its start times. Nice. (For NASCAR 3D and Sacred Planet a few months back, the people scanning our marquee had the option of "IMAX: NASC" and "IMAX: SACR" ... confusing?)

Has anyone seen advertising beyond this? Please, let me know.
 

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Posted by Robert Stawiarski (Member # 1842) on 07-15-2004, 05:35 PM:
 
Brian, take a look at the new Spider-Man II DMR posters that your theatre should have by now. Your concerns are something others and I have recommended and I'm sure you will be pleasantly surprised.

As for if people recognize the difference, quite a few do here actually. While the questions used to be, "What's going in the IMAX theatre next?", more recently it is often followed by, "Will it be in the IMAX format?" Our ranking doorman on the weekends is also pretty enthusiastic about any IMAX releases, so that certainly helps when customers ask, which they often do.

We don't experience the lack of enthusiasm about our IMAX releases. When Matrix Revolutions and Harry Potter premiered, our IMAX theatre sold out shows days in advance, and continued to do much better than any other 35mm house. When we have our "Giant Screen" 35mm features they do not sell out days in advance.

For opening weekend of Harry Potter for instance, people applauded after the spiel, and even reacted after each trailer once they see how good the picture looks and experience the sound. Lots of "oohs" and "aahs" when the lights behind the screen come on and show the sound system. I'm not exaggerating... Ever try listening to the cue mic after the new logo trailer when you have a full house?

I have a recorded spiel before Harry Potter which mentions the IMAX difference and that it is not a standard 35mm show, synced with slides and speaker lights. We have slides that show the difference between 15/70mm and 35mm film. We have posters displayed, clings, banners, and standees for all of our IMAX features. All of our 35mm shows have a disclaimer tag that it is not an IMAX presentation. Customers do notice. When we play 35mm movies in here, we've had customers ask for refunds when they realize it is not an IMAX show.
 

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Posted by Mike Olpin (Member # 1115) on 07-15-2004, 05:57 PM:
 
Brian, what ever happened to that "Youre aout to experience the finest motion picture technology blah blah blah" recording? Mabey you could dig that out and cue it up. It always got me excited!
 

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Posted by Brian Michael Weidemann (Member # 2243) on 07-15-2004, 06:10 PM:
 
I'm sure it has a large part to do with the Orange County crowd, but the sold-out shows we ran that first week for Harry Potter were hit and miss. Only once out of every four shows or so would you hear cheering or excitement out of the cue mic.

I haven't seen the Spiderman 2 posters yet, though. I look forward to seeing them.

As for the pre-show pre-recorded announcements, I only record them for the 3D shows, since there's something to say for the glasses. But for 2D shows, it gets a little tedious when five people are sitting through a minute-long blathering-on about stuff they're not really listening to. We don't even have lighting for the behind-the-screen rigging anymore, so I imagine it's not too exciting. Besides, usually the "finest motion picture technology" spiels just elicit laughs and sarcastic comments from the crowds, so I just don't worry about it anymore.

We have those "not an IMAX presentation" spots on our 35mm prints that we play in there, too. People sometimes say, "Well, GOOD!", or laugh at the way the guy pronounces "the IMAX Experience". Can't win.
 

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Posted by James B. Openshaw (Member # 1310) on 07-15-2004, 06:15 PM:
 
Our theatre has an automated 90 second announcement before every show that talks about "The IMAX Experience". Back when we opened, we hired a local radio announcer to record the announcement. I think our audience would known that the film was in IMAX format by then.

If not, they can't be that dumb to not notice the "Fake Universal Leader" Branding Trailer right before Harry Potter begins. If they're not sure by then, something's wrong.

HP3 sold out in advance the first 2 nights. Even now, we still get good business on it. However, we'll be tearing it down Sunday to make way for Spider-Man 2.
 

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Posted by Will Currie (Member # 2550) on 07-15-2004, 07:30 PM:
 
IMAX definitely needs to do a better job explaining DMR to people. Include a commercial before the show or something... highlight the benefits in an impressive way. I am sure people would always choose the IMAX version if they really understood the difference.

I am still curious about the business behind DMR. I am curious to know if theaters make more money (or could make more money) on DMR films than they can on 35mm. If Harry Potter is still performing well that has to mean increased profits for the theaters... at least in terms of concessions and such.

Is there enough benefit from DMR films to justify continued investment in DMR films and IMAX theaters? I am just not sure. It seems like DMR could have a bright future... but it might just end up as a could'a been.

Also why would you have to tear down Harry Potter in order to show Spider-man 2? Seems like there would be room for both?
 

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Posted by James B. Openshaw (Member # 1310) on 07-15-2004, 07:47 PM:
 
Will, our reel unit (5-platters) was originally designed to accomodate typical IMAX films (60 minutes max). When full-length features began (particularly the DMR films), IMAX decided to upgrade only the bottom two platters to accommodate up to 150 minutes. Thus, with only two platters available, only one full-length feature film can be run and films that large usually can't be moved (provided how much space in the booth is available to store the film)

Plans to upgrade all platters of the reel unit are in the works, especially when Polar Express arrives.
 

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Posted by Will Currie (Member # 2550) on 07-15-2004, 07:51 PM:
 
Ah, thanks for the insight James... That makes things kinda tricky;) Lets hope Spider-man performs as well as HP3.
 

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Posted by Adam Martin (Member # 641) on 07-15-2004, 08:02 PM:
 
Providence has had deck 3 converted to 150-minutes as well, allowing them to run two feature-length films on the same schedule.

I would not want to see a feature length film any higher than that ... 90 minutes isn't too bad on the top two decks, but a feature lasting 130 minutes weighs over 800 pounds and is almost six feet in diameter! (The top deck on a QTRU is almost six feet high.)
 

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Posted by Will Currie (Member # 2550) on 07-16-2004, 12:55 AM:
 
By the way is it true that a DMR print cost 50k? That sounds outrageous.
 

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Posted by Adam Martin (Member # 641) on 07-16-2004, 01:35 AM:
 
That is about the cost of a print that long once you figure in processing and quality assurance.
 

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Posted by Brian Michael Weidemann (Member # 2243) on 07-16-2004, 04:47 AM:
 
We're most likely going to hold HP3 for one show a day, so our booking office tells us. We currently have only decks 4 and 5 upgraded, so it'll be swapping prints with our lift between shows ... assuming that Spiderman 2 fits on the 120's and can be safely clamped. We only have two 150's! If not, it looks like we won't be able to hold HP3.
 

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Posted by Kyle McEachern (Member # 2250) on 07-16-2004, 10:56 AM:
 
Spider-Man 2 has a running time of 2hrs and 7mins, according to the websites I checked (IMDb and Yahoo! Movies), so would only work on the 150min decks/platters.
 

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Posted by Brian Michael Weidemann (Member # 2243) on 07-16-2004, 04:53 PM:
 
The 120's can hold more than 120 minutes. 127 minutes might just barely fit.
 

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Posted by Will Currie (Member # 2550) on 07-16-2004, 05:23 PM:
 
Still no one has given me a straight answer on the DMR stuff... In your opinion is it here to stay... or is it a 'i remember when.'

Brian,
Is harry potter still performing well at your theater? It sounded like your theater was not doing well with it in the beginning? Does word of mouth seem to be making an impact?

Supposedly HP3 has grossed 9 million... which I guess means a net of about 3 million... that actually sounds pretty good to me;) Better than I expected.
 

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Posted by Gordon McLeod (Member # 33) on 07-16-2004, 10:04 PM:
 
"By the way is it true that a DMR print cost 50k? That sounds outrageous"

The average 40min 15 70 print cost in the range of 30,000 all said and done
 

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Posted by Mark Gulbrandsen (Member # 72) on 07-16-2004, 11:37 PM:
 
"That is about the cost of a print that long once you figure in processing and quality assurance."

And J.P.'s commission on the film stock sale !!
 

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Posted by Brian Michael Weidemann (Member # 2243) on 07-17-2004, 04:46 AM:
 

quote: Brian Michael Weidemann

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I'm sure it has a large part to do with the Orange County crowd, but the sold-out shows we ran that first week for Harry Potter were hit and miss.

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quote: Will Currie

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Is harry potter still performing well at your theater? It sounded like your theater was not doing well with it in the beginning? Does word of mouth seem to be making an impact?

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So far, every DMR movie, as well as the non-DMR feature-length movies (Treasure Planet, Lion King, etc.) opened up with sold-out shows every show through the first week. Then the attendance tapers off. Just to clarify, it was the reactions that were hit and miss.

For Harry Potter now, we're getting a good 40 people in an average show. Maybe 10 for the 10:30am. Maybe 100 for a Friday night 7:30. I couldn't say that word-of-mouth has helped or not. We don't have any "how did you hear about us?" surveys to pass around.

I think the success of the DMR transfers could still go either way. It depends hugely on what other studios pick up on the idea, and what movies the studios that are doing it choose. Of course, I imagine that everyone is waiting to see the numbers for every single attempt, and then making a decision, hesitating, and then waiting for someone else to make a move.

I get this impression because we only ever know JUST the next DMR release. There isn't an announcement (that I know of) that has, perhaps three or four down the line, the schedule of DMR release dates. The Matrix sequels gave a little advance notice, only because Revolutions' release was six months after Reloaded. Harry Potter had a little anticipation, but Spiderman is DEFINITELY a last minute decision.

It's understandable that last minute decisions happen, and that's the nature of the business. But I think the longevity of DMR relies on some long-term planning, bold initiative, strong line-up of product, and (above all) a MARKETING CAMPAIGN to reflect all of these. Like I said, it's still too early to predict, but there's still a little time for some studio to take a strong stance ... and it looks like Warner Bros. has a head start. We'll see.
 

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Posted by James B. Openshaw (Member # 1310) on 07-17-2004, 08:41 AM:
 
Brian, I have to agree with you on one of your earlier replies regarding the horribly done taglines. I think you'll agree that the one for Spiderman 2 is just as bad if not worse, "Take another spin in IMAX". Almost every tagline goes "[Insert crappy tagline here] in IMAX".

IMAX should have a deal with the marketing people with the film's distribution company and advertise the IMAX version of film on TV stations whose IMAX theaters will be showing the film. Somehow, I doubt that will ever happen.
 

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Posted by Greg Routenburg (Member # 1742) on 07-18-2004, 01:09 AM:
 
I was really curious about HP3 in Imax both because I'm a huge HP fan and because I'm a huge Imax fan. I did however go into it rather sceptical as I had never seen a DMR release before. I'll have to say it was nice and all but I don't think it was worth all the hype. I was not surprised to see the letterboxing at the top and bottom but given the screen width and the aspect ratio, there are a few 35mm screens here in Toronto that would be of comparable image size and the loss in quality and image steadyness is neglegable. Don't get me wrong, I'll still support the technology but I'll definately wait a number of weeks before seeing it in IMAX. I don't think it's really worth the standing in ridiculous lines in the opening couple weeks to see it in The Imax Experience.
 

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Posted by Mark Gulbrandsen (Member # 72) on 07-18-2004, 12:05 PM:
 
Of course for the cost of the DMR we could be showing it in 5 perf 70 DTS on two to three other of the 80 foot wide super screens that exist around the country. That would be far more profitable than a single Imax location. I see DMR as just another gimmik to attempt to get the dwindling lines back at L.F. theatres.

Mark
 

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Posted by Gordon McLeod (Member # 33) on 07-18-2004, 01:04 PM:
 
DMR print down to 5 perf will yeild a sharper picture
a 15 perf DMR is sharper and brighter and steadier than a straight 5 perf 35 blow up on a 80' screen
 

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Posted by Mark Gulbrandsen (Member # 72) on 07-18-2004, 06:28 PM:
 
Of course the 5/70 release prints could be made directly from a tweeked digital intermediate to gain on sharpness over the 35 blow up anyway. Manipulating the digital anyway you like it is certainly one advantage of doing it that way.

Mark
 

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Posted by John Hawkinson (Member # 1135) on 07-18-2004, 08:58 PM:
 
So, for DMR to really succeed, it will need to have an exclusive before the 35mm theatrical release.

Presumably they're trying to prove that DMR works reasonably well in parallel first, and that exclusivity will come down the road?

--jhawk
 

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Posted by Dustin Mitchell (Member # 372) on 07-19-2004, 01:01 AM:
 
Unless there ends up being some sort of 'economy of scale' DMR doesn't seem like it would ever have very wide appeal from a business standpoint. I mean, $50,000?! Doesn't a standard 35mm prints cost $1,200? $5,000 at the very most.
 

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Posted by Will Currie (Member # 2550) on 07-19-2004, 09:31 AM:
 
Brian,
Thanks for all the info. I think I am with you on this... success remains to be seen. From consumers perspective though, I love it.

To bad IMAX projectors only take 15 perf film... Seems like 5 perf would save a lot of money. a good chuck of those 15 perfs are wasted black space. Wonder if IMAX will blink and start using DMR to produce some 5/70 stuff (yeah I don't see that happening either).
 

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Posted by Gordon McLeod (Member # 33) on 07-19-2004, 10:52 AM:
 
Most DMR prints occupy about 2/3 of the 15 perf area so the print is still far larger than a conventonal 5 perf is
 

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Posted by Mike Olpin (Member # 1115) on 07-19-2004, 01:10 PM:
 
Nevermind, I re-read Will's post more carefully, and realized that I missunderstood it to begin with.
 

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Posted by Will Currie (Member # 2550) on 07-25-2004, 09:58 AM:
 
Well, I just saw spider-man 2. It blew my mind. Talk about the perfect IMAX DMR movie... people in the audience were audibly gasping during the swinging scenes.
Exiting the movie I overheard people talking about the experience... very positive reactions. One family said "OH they have Harry potter in IMAX too! We need to see that!"

I convinced a friend that HATES going to the movies (he prefers DVDs) to come for the show. He was blown away. He literally was like "well my TV can't do that." He also wanted to know what was coming out next. This from a guy that absolutely loathes going to the movies.

I have got to say that after seeing Spider-man 2 in IMAX and hearing peoples reactions... I think DMR is here to stay. I just hope the studios start delivering a steady stream of DMR releases. It seems like when that happens that IMAX will sell more theater systems, so the DMR releases will make more money... and so on.

On a side note: I also think that IMAX should circulate Apollo 13 again. I did not know IMAX was doing this DMR stuff until the Matrix movies and I'd like to see it;)
 

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Posted by Dick Vaughan (Member # 540) on 07-26-2004, 02:16 AM:
 

quote:

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On a side note: I also think that IMAX should circulate Apollo 13 again. I did not know IMAX was doing this DMR stuff until the Matrix movies and I'd like to see it;)

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