For most moviegoers, IMAX is probably associated with two kinds of films: the nature documentaries that you see at museums, or the biggest movies of the year like “Avengers: Infinity War” or “Jurassic World.” But with “First Man,” IMAX is taking another step beyond the tentpole fare that drives much of their annual box office revenue.
Only a small number of films a year get the full promotional support of IMAX and extended engagement on the company’s 400-plus domestic screens. Those spots are reserved for what the company calls DNA films — movies that use IMAX technology. Last year, IMAX partnered with Warner Bros. and longtime collaborator Christopher Nolan to make the Oscar-winning film “Dunkirk” into one of those DNA films.
Also Read: 'First Man' Gets Bigger and Bolder in Toronto IMAX Premiere
For a WWII film that caters to older audiences, to be one of those DNA...
Only a small number of films a year get the full promotional support of IMAX and extended engagement on the company’s 400-plus domestic screens. Those spots are reserved for what the company calls DNA films — movies that use IMAX technology. Last year, IMAX partnered with Warner Bros. and longtime collaborator Christopher Nolan to make the Oscar-winning film “Dunkirk” into one of those DNA films.
Also Read: 'First Man' Gets Bigger and Bolder in Toronto IMAX Premiere
For a WWII film that caters to older audiences, to be one of those DNA...
- 10/12/2018
- by Jeremy Fuster
- The Wrap
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