March 16, 2004

‘NASCAR 3D: The IMAX Experience’, sets opening weekend IMAX record

Los Angeles, California – IMAX and Warner Brothers Pictures announced a record-breaking opening weekend box office performance of their first IMAX 3D film collaboration, NASCAR 3D: The IMAX Experience. Over the three-day weekend, the film grossed U.S.$1,467,406 in 68 IMAX(R) theatres in North America. NASCAR 3D: The IMAX Experience set the record for both the highest grossing opening weekend for an IMAX originally produced film and the highest per-screen average for an IMAX 3D film. At $21,579 per-screen average, NASCAR 3D: The IMAX Experience was significantly higher than the per-screen averages of the weekend’s top ten highest grossing films.

“We are very excited about the initial box office success of our first IMAX 3D film,” said Dan Fellman, President of Domestic Theatrical Distribution, Warner Bros. Pictures. “The powerful 3D images in NASCAR 3D: The IMAX Experience, combined with the superior sound of an IMAX theatre, captures NASCAR racing in a way that is truly unique and captivating-placing audiences right in the driver’s seat and in pit row.”

Narrated by Kiefer Sutherland and sponsored by AOL for Broadband, NASCAR 3D: The IMAX Experience provides an insider’s perspective of America’s number one spectator sport. Through the magic of IMAX 3D technology, audiences are transported into the driver’s seat as they experience the heart-pumping action on the track, in the pit and behind the scenes. The film is being presented on the world’s largest screens, up to eight stories high, with crystal clear
images and 12,000 watts of pulsating digital surround sound.

This film has been rated “PG” by the MPAA for “some crash scenes.”

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