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.
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.
— curvynerd (@curvynerd) September 22, 2013
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.”