Summit promotes “Eclipse” IMAX Experience by marketing a “new” IMAX clip

By Kim Palacios The most recent snippet of “Eclipse” to be released to the public is being promoted as an “IMAX clip” by Summit Entertainment. If you noticed it didn’t look any different from other clips you’ve seen to date, you’re right—it’s not. Showcasing action-packed scenes fans will see in spectacular display should they decide to see the film in an IMAX theater, the clip shows nothing attentive fans have not seen before.

So, why all the fanfare about this “new” IMAX clip? If IMAX screenings do well, Summit has much to gain. Fans who may have seen the film on the traditional screen may return to see it again if word hits the street that the IMAX experience is that much better. Also, the IMAX experience is more expensive (the average ticket price is twice that of a standard ticket) and should boost box office receipts (though shooting in IMAX also costs more and its net returns may be less successful than that of other films, revenue numbers are the earliest indicators of a film’s success, and will still be important to the reach of the film).

A successful run on IMAX also translates to higher sales of aftermarket products, such as DVDs. The more popular any HD-version of a theater film is, the easier to sell Blu-Rays to action film junkies with HDTVs.

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