×

Why the Chinese Theater was the Perfect Flagship for ‘Wizard of Oz’ in Imax 3D

Re-release totals $3 million enough to land in the domestic top ten

The TCL Chinese Theater was just one home to the “Wizard of OzImax re-release this weekend — but there was no other place quite like it.

The newly remodeled historic Hollywood movie palace scored a whopping $75,000 for “Oz,” which, in total, grossed $3 million and landed in the domestic top ten — a first-time achievement for an Imax-only release.

Wizard of Oz” was digitally remastered and converted to 3D in time to commemorate the film’s 75th anniversary.

SEE ALSO: Witch’s Mole and Nose in Imax 3D’s ‘Wizard of Oz’

The Chinese gross for “Oz” marks the highest of any film this weekend for a single theater, though higher-priced Imax tickets certainly goosed grosses, as well as anticipation for the renovated theater, which now is the largest Imax theater in the world.

Overall, the weekend gross for “Oz,” from 318 total screens, is an impressive feat, considering the only other Imax release to earn more — “Jurassic Park 3D,” with $6 million — had a nationwide bow and marketing muscle from Universal on which to piggyback.

The “Oz” release, which was done by Warner Bros.’ home entertainment division, was absent of any P&A spending. Instead, a more grassroots campaign for “Oz,” as well as for the Chinese, grew on social media.

Nostalgia surrounding “Oz” helped the film appeal to family audiences, an interesting fact since Imax has gotten out of the family tentpole business. Imax is screening “Oz” for only one week, however.

The mega-screen exhib launches Picturehouse’s “Metallica Through the Never” on Friday as an exclusive Imax event, followed by next weekend’s major blowout of Warner Bros.’ “Gravity.”

Popular on Variety

More Film

  • AMC TheatresShop signs, Los Angeles, America

    AMC Theatres Lays Off 35 Corporate Staffers

    AMC Entertainment has laid off 35 corporate staffers and will not fill an additional 15 open jobs. The Kansas-based chain made the announcement Thursday as part of a previously announced “profit improvement plan” intended to achieve operating and administrative efficiencies. AMC, which operates more than 10,000 movie screens, had disclosed the plan on Aug. 8 [...]

  • Ann Sarnoff Warner Bros

    Ann Sarnoff Formally Takes Reins of Warner Bros. as CEO

    The Ann Sarnoff era at Warner Bros. has begun. Sarnoff formally took the reins as Warner Bros. chair-CEO on Thursday, two months after she was appointed to the post. Sarnoff told employees in a memo that she has been impressed by the company’s track record during the past year amid a period of upheaval for [...]

  • Take Me Somewhere Nice review

    Ena Sendijarevic on Migration, Identity and the Question of Belonging

    Bosnian filmmaker Ena Sendijarević had an auspicious debut with “Import,” a short film which world premiered in Cannes’ Directors’ Fortnight in 2016. Drawing on her own family’s personal history, the Amsterdam-based director crafted an idiosyncratic tale about a family of Bosnian refugees trying to make a new home in the Netherlands. With her feature debut, [...]

  • Portrait of a Lady on Fire

    Haugesund Prizes ‘Portrait of a Lady on Fire,’ ‘Him,’ ‘Ballon’

    HAUGESUND, Norway  —  Celine Sciamma’s intellectually dexterous, bittersweet love tale “Portrait of a Lady on Fire” has claimed another heart, taking home The Norwegian Film-Critics’ Prize at the Haugesund Film Festival’s closing night on Thursday. The festival, which runs over August 17-23, capped its 47th edition with a screening of André Løyning and Kristian Landmark’s [...]

  • Motherless Brooklyn Edward Norton

    Edward Norton Investigates Murder in 'Motherless Brooklyn' Trailer

    The trailer for Edward Norton’s forthcoming crime drama “Motherless Brooklyn” is officially out. Warner Bros.’ drama, based on the 1999 novel by Jonathan Lethem, follows Lionel Essrog, a young man who works for a small-time mobster in Brooklyn while struggling with an intense case of Tourette Syndrome. “Okay, listen, I got something wrong with me, [...]

  • Summer Box Office

    Box Office Report Card: Studios Get Their Summer Grades

    Studios got badly burned this summer. From May to August, popcorn season in movie speak, the film flops piled up and the big hits were few and far between for nearly every company except Disney. As a whole, summer did little to instill confidence in the state of moviegoing. To be sure, there were successes [...]

  • Port Authority

    Nate Parker's 'American Skin' to Play in Deauville

    Nate Parker’s politically charged drama “American Skin” is set to play at the 45th edition of the Deauville American Film Festival following its world premiere at Venice. “American Skin,” which tells the story of a Gulf War veteran whose son is killed by a police officer, marks Parker’s first feature film since the news resurfaced [...]

More From Our Brands

Access exclusive content