Andrew Cripps and Richard Gelfond talk IMAX summer films

Screen Daily writes:

It is good to have fans in high places. Imax heads into its biggest summer in history helped in part by Christopher Nolan shooting more than an hour of The Dark Knight Rises in the Imax format.

“Chris is unto himself the lead fanboy for the Imax network,” Imax CEO Richard Gelfond says. “He is so driven by quality and presentation. He’s said it allows the audience to see his vision the way he wants it to be shown.”

A newer fan of Imax is Bond, James Bond. The franchise will move into the format for the first time with Skyfall (out internationally on October 26). “If you look at what happened to Mission: Impossible – Ghost Protocol, putting it in Imax really helped advance the franchise,” Gelfond says. “It made sense to try to do the same thing with Bond, to try to introduce more fanboys and younger audiences.”

There have already been strong results this year for films such as The Hunger Games, Marvel’s The Avengers, Men In Black 3 and Prometheus, with The Amazing Spider-Man set to launch this summer.

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