IMAX is giving “Avatar” a big push at midnight screenings this week before it’s release on Blu-ray Thursday.
Even though the record-setting movie had to be pulled from most IMAX screens in March amidst a strong run to make room for first “Alice in Wonderland” (also a record-setter) and then “How to Train Your Dragon,” it could be found at midnight showings in about 14 screens and then 10 screens the past couple weeks.
Starting today that number will catapult to 81 theaters, according to sources.
AMC is topping its newspaper movie listings with a plug for “Avatar” being back this weekend in IMAX 3D, playing at 11:30 p.m. in many locations. Admissions will be monitored to determine whether to keep the all-time biggest movie in theaters indefinitely.
— By Scott Hettrick