Desert Sun: City hails ‘Avatar’ as moneymaker for Desert IMAX

December 23, 2009 – 2:38 pm

The Desert Sun reports on Avatar‘s big opening at Cathedral City’s Desert IMAX:


About 100 people lined up to see the movie “Avatar” Monday at the Desert IMAX in Cathedral City. (Victor Morales THE DESERT SUN)

The film “Avatar” could be the all-time top generator of movie tickets for the decade-old Desert IMAX Theatre, possibly decreasing the financial support it gets from Cathedral City.

“If this is not the top it’s near the top,” said Tami Scott, administrative services director for the city.

The Cathedral City Redevelopment Agency, which assumed ownership of the failing 264-seat theater in 2001, subsidizes the theater for an average of $300,000 each year to keep it afloat.

Although it’s too early to determine total ticket sales for “Avatar,” Scott said the James Cameron film has sold out every show since its opening Friday.

“The success of Avatar will hopefully diminish our subsidy for the year, but I can’t say that definitively as our subsidy is based on the success of all films, some of which are not yet shown for the year…,” Scott said.

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