Avatar breaks 100 mill via IMAX


With Avatar poised to invade the DVD market very soon, 20th Century Fox and IMAX have announced yet another milestone for James Cameron’s sci-fi epic. The film has surpassed the $100 million milestone in gross box office at IMAX theaters internationally, marking a historical first for the international IMAX theater network. The IMAX version of the film reached the milestone on 85 IMAX screens during the 17th week of its first-run international release, bringing the international IMAX per screen average to approximately $1.2 million.

The global IMAX box office total for the film has reached $228 million. Of the 262 IMAX theaters that showed the film, 45 international IMAX screens surpassed the $1 million mark, eight of which surpassed $2 million, and of those, five surpassed $3 million. The Company’s previous international aggregate gross box office record was $14 million.

“This historical box office milestone is a testament to the universal appeal of ‘Avatar,’ which combines the magical vision of a passionate filmmaker with a committed studio and The IMAX Experience,” said IMAX CEO Richard L. Gelfond. “The IMAX release of ‘Avatar’ introduced our brand to new audiences globally and many moviegoers in new international markets. The success from that initial introduction has continued beyond the first run of the film, which is encouraging as we increase our focus on growing the brand and network internationally.”

“The international distribution teams at Twentieth Century Fox have done an exceptional job of ensuring the world knew about James Cameron’s masterpiece in IMAX and we couldn’t be happier with this significant milestone,” added Greg Foster, Chairman and President of IMAX Filmed Entertainment. “We are particularly pleased to see that the new digital IMAX locations throughout our international territories are performing so well.”