Paramount makes second deal in a week with exhibitor
Marking the second Imax pact for Paramount in less than a week, the studio announced it will partner with the large-screen exhib for 3D fantasy retooling “Hansel and Gretel: Witch Hunters.”
As part of the Imax deal, Par moved the film’s release back two weeks to Jan. 25.
The studio also revealed Tuesday that “Paranormal Activity 4” will be released in Imax — the franchise’s second installment for the exhib after “Paranormal Activity 2.”
“Hansel and Gretel: Witch Hunters,” which stars Jeremy Renner and Gemma Arterton, was originally slated to bow early this year, but Par bumped it back a year to convert the film to 3D. The Imax release will further boost the pic’s ticket price premium.
“The powerful action and incredible visuals in ‘Hansel and Gretel: Witch Hunters’ are a great fit for the Imax format,” said Imax chairman and prexy Greg Foster.
Par prexy of domestic marketing and distribution Megan Colligan said, “We are thrilled to be releasing (the film) now in late January so moviegoers have an opportunity to see the film in this way.”
The two-week move gives Par more time to market the film as an Imax experience and separates the pic from Imax’s prior release, “The Hobbit: An Unexpected Journey,” on Dec. 14.