Memo to marketers: If it’s the holiday season, the word “nutcracker” can crack a lot of markets, no matter who uses it. Example: The Imax Corp., which is sending out its large-format, 3-D version of E.T.A. Hoffman’s timeless tale to 24 Imax houses today, reports that advance ticket sales are higher than any the Canadian-American exhibitor has seen before.
The circuit’s flagship theater in New York, the Sony Imax in Lincoln Square, has sold out all of its school group performances through the end of the year and has had to extend the run to Jan. 15 — all before the film, which was directed by Christine Edzard (“Little Dorrit”) but recut by Imax personnel, had even opened.
Ticket sales are similarly strong elsewhere, including Edwards Cinema’s two Southern California Imax screens — in Irvine (where more than 9,000 tickets have already sold) and in Ontario (more than 6,000).
Our question is, how would a Schwarzenegger “Nutcracker” go over?