The Hollywood Reporter writes:
Giant screen exhibitor Imax Corp. increasingly gets agreement from Hollywood studios to swap a box office dud committed to its screens for a juggernaut more likely to draw foot traffic.
“We’ve learned to have back-ups,” Imax CEO Richard Gelfond told the J.P. Morgan Global Technology Media and Telecom Conference on Wednesday, as he elaborated on a more flexible movie slate from the large format exhibitor.
It turns out Imax and its studio partners turn to back-room deal-making when one tentpole can’t hold a candle to another, especially on an opening weekend, which produces occasional agreement to give more Imax screens over to an unstoppable blockbuster.
After all, the Canadian exhibitor has enjoyed recent box office gold from The Hunger Games and The Avengers on its screens, even as it endured bombs like John Carter, Wrath of the Titans and Dark Shadows.