Two-week run for Par pic begins Aug. 26
Paramount and Imax are re-releasing “Transformers: Dark of the Moon” for a two-week run starting Aug. 26 at 246 domestic Imax locations.The newest title to get the Imax treatment will be Warner Bros.’ 2D thriller “Contagion,” which bows on Sept. 9. “Dark of the Moon,” the third “Transformers” installment (and first in 3D), launched day-and-date worldwide on June 29, becoming Par’s first-ever pic to earn $1 billion at the worldwide B.O., of which almost $60 million comes from Imax theaters. During the Imax re-run, “Dark of the Moon” will play simultaneously with existing Imax titles, “Final Destination 5″ and “Harry Potter and the Deathly Hallows: Part 2.” This isn’t the first Par-Imax stunt done for “Dark of the Moon”: In an effort to boost 3D interest, the studio released “Transformers” early on June 28 in 3D and Imax for exclusive 9 p.m. screenings. The push paid off, with “Dark of the Moon” tallying $23 million from worldwide Imax locations opening weekend — the first time Imax crossed $20 million for a single pic in its debut frame.
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