Avatar continues to shatter IMAX box office records

MUMBAI: James Cameron’s Avatar continued its box office run during its second weekend, grossing approximately $8.8 million from 179 IMAX theatres domestically from 25 December through 27 December, 2009, registering approximately 12% of the film’s total domestic gross of $75.6 million on less than 3% of the screens. IMAX theatres continued to operate at virtually full capacity all weekend, driving the domestic IMAX box office to date to approximately $28 million.

The IMAX international release posted an estimated total of approximately $3.6 million from 70 IMAX screens during the weekend, with the IMAX network in Poland and Japan posting record openings. The film is still scheduled to open on 11 IMAX screens in China and one in Argentina in the coming weeks. The worldwide IMAX box office total is more than $39 million.

Avatar is directed and written by Cameron and stars Sam Worthington, Zoe Saldana, Stephen Lang, Michelle Rodriguez and Sigourney Weaver. Avatar is the story of an ex-marine who finds himself thrust into hostilities on an alien planet filled with exotic life forms.

"Consumers are clearly seeking out IMAX as the way to experience James Cameron’s latest blockbuster, and this weekend’s results reinforce how well this groundbreaking film plays to our audience," said IMAX CEO Richard L. Gelfond. "Avatar is well on its way to becoming our highest grossing Hollywood IMAX title."

"To have reached $39 million from 249 screens in just 10 days demonstrates that moviegoers clearly understand the value of experiencing Avatar in IMAX," added IMAX Filmed Entertainment chairman and president Greg Foster. "James Cameron, Jon Landau and Lightstorm realized the vision of this film in IMAX, and we’re continuing to see the incredibly positive way that moviegoers are responding to that vision."