I hope every movie theater accept that fact.
Foster cited the strong early performance of Christopher Nolan’s WWII drama “Dunkirk,” which was filmed on IMAX cameras and generated nearly a quarter of its box office gross from IMAX theaters its opening weekend.
And it was not shot in 3-D — unusual for IMAX’s recent tentpole releases, but something Foster said to expect a lot more of going forward.
“It’s worth noting ‘Dunkirk’ was showing exclusively in 2-D, which consumers have shown a strong preference for,” Foster said on the call.
“Dunkirk” grossed more than $50 million domesticcally after its July 21 opening — impressive for a period war movie that does not involve the United States.
“We’re looking forward to playing fewer 3-D versions of films and more 2-D versions,” Foster added, mentioning that Warner Bros. “Blade Runner 2049” will be shown in 2-D exclusively at IMAX theaters when it opens in October.
The giant-screen exhibitor on Wednesday said it will play more digital 2D versions of Hollywood movies domestically, given a "clear preference" from consumers for 2D in North America, according to Imax CEO Richard Gelfond.
Imax Entertainment CEO Greg Foster confirmed during an analyst call that his company will start playing fewer 3D versions of movies and more 2D versions. "The demand for 2D films is starting to exceed 3D in North America," Foster said.
For example, the domestic release of Bladerunner 2049 will be shown in Imax theaters only in 2D this fall.