Advancements in technology have made watching movies at home one of the simplest things in the world do. As such, theaters have had to come up with creative ways to keep people coming back to the cinema. One of the most popular ways is the massive IMAX screen. If you're a fan of the numerous major franchises produced by Disney, the IMAX screen is going to remain an important part of your film experience, as the two companies have just extended a deal which will keep Disney using IMAX cameras and showing on their screens.
The new deal will last throughout 2019 which means it will cover the end of the current phase of Marvel movies, the finale of the newest Star Wars trilogy, and the planned fifth Indiana Jones movie. The new deal isn't too shocking as we knew that both of the upcoming Avengers movies were being filmed entirely with IMAX cameras. In addition, some parts of Star Wars: The Last Jedi are also being filmed that way.
The deal doesn't simply guarantee that Disney movies will have access to IMAX screens when they're released. According to Deadline, Disney will also be creating "exclusive IMAX marketing materials" as a way to help promote IMAX showings of the movies, which will also help draw moviegoers into the large format theater.
It would seem that the deal is a win-win for everybody involved. IMAX theaters charge more than standard theaters for tickets, with more on top of that for 3D showings. Ticket money goes almost entirely to the studio, which means Disney's box office totals take a significant bump. The fact that films like Avengers: Infinity War are being filmed in the IMAX format will draw people to the theater, meaning more concession sales for the theaters.
In addition to their major live-action franchises, Disney's animated features will also be seen on IMAX screen, Toy Story 4, The Incredibles 2, and Wreck-It Ralph 2 will all benefit from the new deal.
Last year Disney had the biggest year at the box office of any studio in the history of time. One has to assume that the IMAX numbers played a not insignificant part in reaching their over $7 billion total. With no end in sight for their numerous franchises, it seems unlikely that any other major studio will be able to outdo them for the foreseeable future. If Disney's deal gives them priority on IMAX screens then that means other studios won't be able to use them whenever Disney has them in use.
How often do you go see a movie at an IMAX theater? Will having more movies filmed in the format cause you to go more often? Let us know in the comments.
