This IMAX
The proxy I've been using is IMAX's share of opening weekend results. IMAX screens generally account for 2%-3% of screens on opening weekend and results for both IMAX screens and the general domestic box office are readily available from IMAX. Below I've shown IMAX screen's share of opening weekend box office for the last eight feature films, you might be surprised at how well IMAX is holding up.
|
Film |
Opening Weekend Domestic Box Office |
IMAX Opening Weekend |
Percent of Total Opening Weekend |
|---|---|---|---|
|
Avatar |
$73.0 million |
$9.5 million |
13.0% |
|
Alice In Wonderland |
$116.2 million |
$12.1 million |
10.4% |
|
How To Train Your Dragon |
$43.7 million |
$4.9 million |
11.2% |
|
Shrek Forever After |
$70.8 million |
$4.8 million |
6.8% |
|
Toy Story 3 |
$109 million |
$8.4 million |
7.7% |
|
The Twilight Saga: Eclipse |
$83.6 million |
$9.0 million |
10.8% |
|
Inception |
$62.8 million |
$7.2 million |
11.5% |
|
Resident Evil: Afterlife |
$26.6 million |
$2.6 million |
9.8% |
Sources: IMAX press releases, BoxOfficeMojo.com.
What I see here is weakness in the kid-movie genre, which is understandable for a family going to the movies, and consistency in other feature films. With studios throwing their weight behind IMAX, the quality features should keep coming. Disney
But it isn't just studios that drive IMAX; theaters have to see the value and build IMAX theaters. Considering 85% of the theater signings in 2010 have come from existing customers, I would say theater companies have bought in.
For IMAX to continue performing well it needs to stay in the range of 9% to 11% share of opening weekend box office. If it can stay in that range and continue to expand internationally, I see big things for IMAX.
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