IMAX Corporation (NYSE:IMAX; TSX:IMX) Marvel Studios and The Walt Disney Studios announced Monday that the epic Super Hero adventure Marvel’s The Avengers has surpassed IMAX’s domestic opening weekend box office record.
It generated $15.3 million of the film’s record-setting domestic gross of more than $200 million, resulting in an IMAX per-screen average of approximately $56,000 in 275 digital IMAX theatres.
Internationally, the film generated approximately $6.1 million over the weekend in 176 IMAX theatres, of which 80 were debut runs. This brings IMAX’s international total to $16 million. Some international markets, including Poland and Japan, have yet to open.
The film also set a new IMAX three-day opening weekend global box office record with $21.4 million, bringing the worldwide gross to $31.3 million in IMAX theatres worldwide since its global release on April 25.[ Also Read: How 3D Is Making Inroads in the Entertainment World ]
Earlier, Disney twenty-three magazine devoted three collectible covers for Marvel’s The Avengers. That’s what D23: The Official Disney Fan Club planned for the summer issue, which is available May 1. (Read: Avengers on Disney’s D23 Magazine Covers)
Meanwhile, a study reveals that Super Hero franchises have helped bolster box office returns and drive revenue across screens.
In an analysis of the top action hero movie franchises including “Batman,” “Fantastic Four,” The Incredible Hulk,” “Iron Man,” Spider-Man,” and “X-men,” it shows that movie distributors have a sophisticated understanding of how to optimize the value of their inventory. (Read: Super Heroes Make More Money Across Screens)
“With sellouts all weekend and IMAX fans around the world coming out in record numbers to see Marvel’s The Avengers, the only way we could have done better would have been to have more seats,” said Richard L. Gelfond, CEO of IMAX. “We saw particularly strong results in IMAX’s key growth markets including China, which opened on Saturday to sell-out business across our network.”[ Also Read: Lionsgate to Release The Hunger Games in China ]
Marvel’s The Avengers, based on the well-known Marvel comic book series, is directed by Joss Whedon and stars Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner and Tom Hiddleston, with Stellan Skarsgard and Samuel L. Jackson as Nick Fury.
Distributed by The Walt Disney Studios, Marvel’s The Avengers: An IMAX 3D Experience marks the third Marvel Studios film presented in IMAX, following the releases of Iron Man 2: The IMAX Experience in 2010 and Thor: An IMAX 3D Experience in 2011.
The IMAX release of Marvel’s The Avengers was digitally re-mastered into the image and sound quality of An IMAX 3D Experience with proprietary IMAX DMR (Digital Re-mastering) technology.
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