The newly remodeled historic Hollywood movie palace scored a whopping $75,000 for “Oz,” which, in total, grossed $3 million and landed in the domestic top ten — a first-time achievement for an Imax-only release.
“Wizard of Oz” was digitally remastered and converted to 3D in time to commemorate the film’s 75th anniversary.
The Chinese gross for “Oz” marks the highest of any film this weekend for a single theater, though higher-priced Imax tickets certainly goosed grosses, as well as anticipation for the renovated theater, which now is the largest Imax theater in the world.
Saw The Wizard of Oz in 3D IMAX at Grauman’s Chinese Theatre, the same place it played in 1939. #timetravel
— curvynerd (@curvynerd) September 22, 2013
Overall, the weekend gross for “Oz,” from 318 total screens, is an impressive feat, considering the only other Imax release to earn more — “Jurassic Park 3D,” with $6 million — had a nationwide bow and marketing muscle from Universal on which to piggyback.
The “Oz” release, which was done by Warner Bros.’ home entertainment division, was absent of any P&A spending. Instead, a more grassroots campaign for “Oz,” as well as for the Chinese, grew on social media.
Who’s taking “dark side of the moon” on their ipod to the re-release of “the wizard of oz” in IMAX 3d? (Raises hand)
— Evan Rachel Wood (@evanrachelwood) September 16, 2013
Nostalgia surrounding “Oz” helped the film appeal to family audiences, an interesting fact since Imax has gotten out of the family tentpole business. Imax is screening “Oz” for only one week, however.
The mega-screen exhib launches Picturehouse’s “Metallica Through the Never” on Friday as an exclusive Imax event, followed by next weekend’s major blowout of Warner Bros.’ “Gravity.”
- Arts & Entertainment