Meanwhile, Universal’s 3D movie “Despicable Me” topped the $100 mil. mark in only its second weekend in theaters with another $32.7 mil., while the 3D “Toy Story 3″ took in another $11.7 mil. to become the year’s top-grossing movie with $362.7 mil.

A record 197 high-grossing Imax screens represented just 5% of the pic’s total 3,792 playdates but accounted for 12% of overall boxoffice for “Inception.”

– By Scott Hettrick

The memo of understanding with Laser Light Engines (it’s not a final agreement yet), which develops and manufactures ultra-high brightness, laser-driven light sources, says that IMAX plans to make an equity investment in Laser Light Engines in exchange for Laser Light developing a custom version of its laser light technology for exclusive use in IMAX digital projection systems, as well as providing outsourced research and development for new features for IMAX.

One of the most daunting challenges of any 3D program in any theater is the reduction of brightness caused by the polarizing switch at the projector so that each eye only sees half of the two combined images, which is then reduced another 50% by the glasses that only allow each eye to see an image half the time. Further reducing the brightness is the dark lenses of the glasses.

Bill Beck, co-founder and executive vp of business development of the Salem, N.H.-based LLE, says that depending on the 3D system — RealD, Xpand, Dolby, or MasterImage — brightness is reduced from 60% – 85%.
That problem is exacerbated in the large format IMAX theaters (the original biggest of the IMAX screens), where the screens are so massive that no traditional lamp-based digital projector can provide sufficient light for a 3D movie.

“You need a light source that is 3x – 5x brighter than the biggest lamp,” Beck said.
As a result, those venues continue to project 3D movies in 70mm film with two separate projectors and two lamps. Even the smaller IMAX theaters use two projectors with the brightest lamp possible, according to Beck.

Beck says LLE technology, beaming the light with a laser that does not even have to be in the projector itself, will allow the option for those venues and future large format venues to use a single projector and achieve even greater brightness.

In addition to saving on the cost of two 3D film prints that can each cost tens of thousands of dollars, there are additional benefits of the technology for any digital large screen system and even advertising and other applications, such as concerts and digital signage, according to Beck.

For example, lasers have a far greater lifespan, eliminating the need for replacement of lamps that can cost up to $1,000 each. The brightness of a projector lamp also declines over time to about 50% of its original strength before it burns out, meaning patrons watching a movie towards the tail end of a projector lamp’s lifespan are seeing an image that is significantly dimmer.

By eliminating Xenon arc lamps, there is less cost for cooling projection booths and overall electricity usage is reduced.

In anticipation of the contemplated partnership, LLE agrees to offer custom technology exclusively to IMAX for a period of two years and not offer it to any other large format theatre systems for three years.

“Laser Light Engines looks forward to designing and developing systems and products that will best harness our high brightness, solid-state illumination laser engines including but not limited to d-cinema, large venue and others,” said Doug Darrow, Laser Light CEO, referring to IMAX as “the most demanding application of digital cinema and large format film presentations.”

– By Scott Hettrick

In a joint venture with United Cinemas, IMAX Corp will install up to five digital IMAX theatre systems in Japan, three of which are confirmed. The first two are scheduled to be installed in time for the launch of “Harry Potter and the Deathly Hallows” this November and the third is scheduled to be installed in either late 2010 or some time in 2011. The agreement allows the companies the option to install two more in Japan at a later date.

“Moviegoers in Japan have a growing number of options when deciding how to see a movie, and it is very clear that an increasing number are choosing IMAX as the best way to experience the biggest first-run movies,” said Mr. Masanori Miyata, CEO, UC Cinemas.

“Japan is one of the largest exhibition markets in the world and a growing market for IMAX,” said IMAX CEO Richard L. Gelfond. “Our existing IMAX theatres in Japan have performed extremely well…”

And in the People’s Republic of China, IMAX signed an agreement with private movie exhibition chain Lumiere Pavilions to install three digital IMAX theatre systems, the first of which is scheduled to open in the city of Chongqing at the end of this year. The second system is scheduled to open at the Guangzhou Cultural Centre (Tai Ko Hui) in downtown Guangzhou in August, 2011, and the third at a yet-to-be determined location in 2012.

The deal would bring the total number of IMAX theatres scheduled to be operating in China by 2012 to 57.

“IMAX theatres are changing the way people in China experience movies, and the success of IMAX’s existing theatres demonstrates that The IMAX Experience is the premium option that moviegoers are choosing when they visit the cinema,” said Jimmy Wu, Chief Executive Officer of Lumiere Pavilions Ltd.

“China is the fastest growing movie exhibition market in the world, and entering into a new relationship with one of the country’s most aggressively expanding chains will contribute to the rapid growth of the IMAX network there,” said IMAX’s Chief Executive Officer Richard L. Gelfond. He also noted that IMAX is exploring the business of releasing Chinese films in the IMAX format with the release of Aftershock this month.”

The deals in Japan and China bring the total number of IMAX systems signings announced year-to-date to 95, which compares to 35 systems in all of 2009.

– By Scott Hettrick

That will also be your first chance to see eight minutes of additional footage featuring new creatures and action scenes, all in 3D, bringing the already lengthy movie even closer to a full three-hours at about 170 -minutes.

The theatrical re-release strategy had been revealed earlier this year but specific dates and confirmation of the extended edition have just been officially announced today by IMAX Corp. and 20th Century Fox.

The earliest that a 3D version would be available for the home will be later this fall. We reported here earlier this year that a 3D Blu-ray version of “Avatar” from Fox and Panasonic was being planned for release in November but only with the purchase of Panasonic 3D equipment. There has been no official confirmation of that plan but “Avatar” producer John Landau did announce an “ultimate edition” of “Avatar” to be released on Blu-ray in November lots of bonus features, presumably also including the extra eight minutes of footage. A general retail release of “Avatar” in 3D Blu-ray was not expected until 2011, but that could change given the backlash surrounding the original report of the strategy.

The two-week theatrical re-release will serve as a nice teaser for whatever Blu-ray ultimate edition is to come in November, but it will also surely add significantly — probably tens of milions of dollars — to the record grosses the movie has already achieved with $749.6 million in domestic ticket sales and $2.7 billion worldwide. The 2D version released on Blu-ray with no bonus features quickly became the all-time top-selling Blu-ray disc title.

“Avatar” is also the top-grossing IMAX release of all-time, having generated $235 million in the large format theaters.

Many industry observers felt “Avatar” may have generated significantly more than it did if had not been bumped from 3D theaters of all types to make room for Disney’s “Alice in Wonderland,” which also became a blockbuster.

– By Scott Hettrick

Meanwhile, on the heels of signing an agreement to install new theaters in Russia, IMAX today announced a deal to add five theaters in the Philippines with SM Prime Holdings, the country’s largest mall operator and exhibitor.

The five digital IMAX projection systems will be installed at SM shopping malls in the cities of Las Piñas City, Fort Bonifacio, Davao City, Angeles City and Manila.

The 52-year-old SM has two existing IMAX theatres in Manila and Quezon. The Manilla location has been the highest-grossing screen in the country since it opened. For the recent release of “Toy Story 3,” the two IMAX screens generated a per-screen average that was more than seven times the national per-screen average for the film. For “Alice in Wonderland,” the IMAX per-screen average was more than ten times the national average.

“The IMAX theatres serve as a great source of incremental revenue for our business, and we’re seeing a growing demand for the IMAX brand as more big Hollywood movies are released in the format,” said Mr. Hans Sy, President, SM Prime Holdings Inc.

The first three new IMAX theatre systems are expected to be installed in 2011 and two in 2012. SM will also open another location under a previous agreement in the city of Cebu this month in time for the highly anticipated release of “Inception.”

IMAX has announced 89 new theater deals this year so far, compared to 35 in all of 2009.

“This network expansion will have a positive impact on IMAX’s future revenues and earnings given the revenues from the sales of the systems and recurring revenues from joint revenue sharing theatres, theatre maintenance and box office royalties,” said IMAX’s Chief Executive Officer Richard L. Gelfond.

The per-screen average from Wednesday, June 30, through Monday, July 5, was about $47,000.

The movie grossed another $235,000 from Thursday through Monday in international theaters.

“We are very pleased with these results, and particularly how they reflect the broadening audience demographic for IMAX,” said IMAX’s Chief Executive Officer Richard L. Gelfond.

That gives the company signed deals for 84 IMAX systems year-to-date, up from 35 system signings in all of 2009.

IMAX announced today an agreement with one of Russia’s leading exhibition chains, Formula Kino, to install two digital IMAX theatre systems in Russia before the end of 2010, one in the new Galleria Mall in St. Petersburg and one in the Mall of Russia, in the heart of Moscow.

The first system is scheduled to be installed in time for the IMAX release of Harry Potter and the Deathly Hallows in November of this year, with the second system to follow shortly thereafter.

“The box office results that Russian IMAX theatres are posting clearly demonstrate the growing popularity of the IMAX brand in the region,” said Andrei Tereshok, General Director, Formula Kino. “IMAX technology delivers a differentiated first-class movie experience that resonates well with Russian consumers and we are thrilled to be adding IMAX theatres to our flagship complexes in Russia’s premier retail destinations.”

“By forging new partnerships with large, high-profile exhibitors like Formula Kino, we can continue to expand our audience base, grow our brand, and increase the visibility of our business for exhibitors in surrounding markets in Russia and the CIS”, said IMAX CEO Richard L. Gelfond.

Formula Kino’s first cinema “Strela” (The Arrow) opened in 1998 and is still one of the key cinemas in Moscow. Today the cinema chain has 11 modern cinemas in Moscow with 61 screens, 11959 seats and six million customers annually.

– By Scott Hettrick

The movie will open on 193 IMAX screens in North America, for which it has been digitally re-mastered with proprietary technology, the companies announced today. The film will also open in 11 international IMAX theatres in Australia, Mexico and Thailand, on July 1, 2010.

“Twilight Saga moviegoers will have a whole new way to experience this next installment of the series, with the enhanced image and sound quality of The IMAX Experience putting them in the movie,” said Richie Fay, Summit Entertainment’s President of Domestic Theatrical Distribution.

“…It is encouraging to see that Twilight Saga fans, a completely new audience base for us, are driving advance IMAX ticket sales and sell-outs,” said IMAX CEO Richard L. Gelfond.

It’s the second blockbuster franchise to make its debut in IMAX theaters this month on the heels of “Toy Story 3″ in 3D, the first Disney/Pixar movie to debut in IMAX.

“We’re very excited to be a part of the Twilight mania and look forward to transporting the very loyal and enthusiastic fans into the world of Bella, Edward and Jacob via The IMAX Experience,” added Greg Foster, Chairman and President of IMAX Filmed Entertainment.

In less than two years the first two movies in the series have grossed more than $1.1 billion in worldwide box office ticket sales.

The Twilight Saga: Eclipse The IMAX Experience is scheduled to play day-and-date at the following IMAX theatres beginning June 30th.

– By Scott Hettrick

In addition to “Pirates of the Caribbean: On Stranger Tides,” now being filmed for a May 20 release, again starring Johnny Depp with new co-star Penelope Cruz, the deal also includes “Cars 2″ on June 25, the first Pixar animated sequel other than the “Toy Story” franchise, and “Mars Needs Moms,” from executive producer Robert Zemeckis and starring Seth Green and Joan Cusack, slated for release on March 11.

“Toy Story 3” was the first Disney-Pixar movie to premiere in IMAX 3D, and IMAX will also present Disney’s “Tron Legacy” in December in IMAX 3D. IMAX digitally re-masters each movie to be presented in its own proprietary process for a giant screen experience and unique sound system.

“The IMAX Experience adds another level of impact and excitement to a movie,” said Chuck Viane, president of distribution, Walt Disney Studios Motion Pictures. “The incredible performance of our IMAX releases in 2009 and 2010 demonstrated that the combination of IMAX and Disney resonates with moviegoers worldwide.”

“The growing network of digital IMAX locations continues to enable our studio partners to increase the number of films they release in IMAX, ensuring moviegoers have more opportunities to experience the films they want to see in the best possible way,” said IMAX CEO Richard L. Gelfond.

“We’re excited to combine the power of the Disney and IMAX brands with two iconic movie franchises as well as continuing our long standing partnership with Bob Zemeckis,” said Greg Foster, Chairman and President of IMAX Filmed Entertainment.

– By Scott Hettrick

About 60% of that came from the higher-priced 3D tickets, and much of that came from IMAX, which also set a record for biggest animated film opening in its history with $8.4 million, or 8% of the overall gross from just 2% (180) of the domestic screens (per screen average of approximately $47,000), towering over “Monsters vs. Aliens” ($5.1 mil.) and nearly doubling the $4.8 million for “Shrek Forever After.” It was the first Disney/Pixar film to open in an IMAX theater.

Internationally, “Toy Story 3″ grossed about $1.2 million from 47 IMAX theatres. It is scheduled to open on an additional 29 IMAX theatres internationally in the coming days and weeks.

“A film like this is designed to take audiences on an exciting thrill-ride adventure, making it a perfect match for both 3D and IMAX,” said Chick Viane, president, Distribution, The Walt Disney Studios.

“We believe this weekend’s performance demonstrates how the combination of a film that is ideally suited to The IMAX Experience, master filmmaking and a great studio partner translates into a big audience turnout and ultimately strong box-office results,” said Greg Foster, chairman and president of IMAX Filmed Entertainment.

In just its first weekend, “Toy Story 3″ has already grossed nearly half of year-to-date grosses for the 4th installment of “Shrek Forever After” ($223 mil.)

– By Scott Hettrick