Imax Corporation and Warner Bros sign three year deal for 20 films

MUMBAI: Imax Corporation and Warner Bros. Pictures have signed an agreement to release up to 20 Warner Bros. films in Imax’s format over the course of the next three and a half years (from 2010 – 2013).

The agreement strategically aligns Warner Bros.’ tent-pole business with the increasing worldwide popularity of The Imax Experience in both 2D and Imax 3D, providing the studio with an added distribution platform that consistently delivers strong box office returns.

Under the agreement, Warner Bros. movies that will be released in Imax are: Legends of the Guardian: The Owls of Ga’Hoole 3D (24 September, 2010); Harry Potter and the Deathly Hallows: Part 1 (3D) (19 November, 2010); Harry Potter and the Deathly Hallows: Part II (3D) (15 July, 2011); Happy Feet 2 (3D) (18 November, 2011); and The Hobbit (December 2013).

Warner Bros. and Imax also plan to release an additional 15 films over the course of 2011, 2012 and 2013, including Gravity, Dark Shadows, Fury Road, Batman 3, and Superman.

"Our track record with Imax has been incredible, and incorporating 3D into this collaborative effort will serve as the ultimate experience for our audiences. We are extraordinarily proud of our forthcoming slate and eager to offer these films to audiences in the most premium of movie-going experiences," said Warner Bros. Pictures president, domestic distribution Dan Fellman.

"We’re thrilled to join with Imax in bringing global audiences new and exciting experiences through the 3D Imax format. We have a tremendously powerful slate of quality tentpole films, and as Imax theaters continue to expand internationally, more and more audiences will have the opportunity to experience our films using this exciting format," added Warner Bros. Pictures president, international distribution Veronika Kwan-Rubinek.

"Warner Bros. is and has been an important strategic partner for Imax. The success of our partnership to date is a result of our integrated approach to marketing and release strategies, and we believe this formula will lead to more box office success in the future. Our digital theatre system has accelerated the growth of our theatre network and provides us with significant flexibility in the release and programming schedule in our theatres. This important announcement provides increased visibility into our future film slate, enabling existing and potential exhibitors to better know what’s ‘coming soon’ in their Imax theatres," said Imax CEO Richard L. Gelfond.

Warner Bros. films have generated approximately $565 million in box office revenues at Imax theatres around the world.