Corona | Coming Attractions

This morning Warner Bros. and The IMAX Corporation issued a joint press release announcing an agreement between the two distribution partners that will see IMAX release up to 20 Warner Bros. movies over the course of the next three years.

The deal is significant in two ways: first, it extends the partnership between IMAX and the movie studio, placing Warner Bros. movies in IMAX venues and strategically curtailing other studios that may have wanted those screens for their new releases. As more revenue and tickets are sold to traditional IMAX 2D and 3-D shows, those screens are becoming more valuable to the movie studios.

Secondly, Warner Bros. has made its first official commitment that it plans on making and releasing several highly anticipated films sometime in the next three years. One of these films listed under the new IMAX/WB agreement is the next Batman movie. So is another Superman film as well as Fury Road, the fourth Mad Max movie; The Hobbit (December 2013 release); Harry Potter and the Deathly Hallows: Part I (3D) (November 19, 2010) and Harry Potter and the Deathly Hallows: Part II (3D) (July 15, 2011); Gravity, the space action movie that Robert Downey Jr. is attached to; Dark Shadows, the Tim Burton/Johnny Depp TV adaptation; Happy Feet 2 (3D) (November 18, 2011); and Legends of the Guardian: The Owls of Ga'Hoole 3D (September 24, 2010).

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

"We're thrilled to join with IMAX in bringing global audiences new and exciting experiences through the 3D IMAX format," said Veronika Kwan-Rubinek, President, International Distribution, Warner Bros. Pictures. "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."

"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," said Richard L. Gelfond, CEO of IMAX. "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(R) theatres."

"IMAX has a deep appreciation for Warner Bros.' approach to the film business; they consistently work with the industry's most talented filmmakers, produce and release blockbuster films that captivate global audiences and make going to the movies a fun, powerful and inspiring experience," said Greg Foster, Chairman and President of IMAX Filmed Entertainment. "We are confident that continuing to team with Warner Bros. to distribute market, promote and showcase their 'all-star' titles in IMAX will delight movie-goers around the world and achieve box office and critical success that will benefit our two companies and our exhibitor partners."