Harry Potter and his buddies not to forget their beloved professor and big tormentors will look far bigger than they do in conventional theatres when the film releases on June 4.
For Harry Potter And The Prisoner Of Azkaban will be released on IMAX screens, making it the first of the three Potter films to be presented on the giant screen.
Prisoner of Azkaban's success or failure as an IMAX film could define the future of the big screen format.
Distributor Warner Bros had earlier shown Matrix and Matrix Reloaded on IMAX, and harvested an encouraging $30 million in America. But the IMAX versions of Matrix were shown much after the film opened. Matrix Reloaded opened in IMAX theatres in the same week it arrived in conventional theatres.
In the case of Prisoner of Azkaban, the IMAX release happens to be on the same day as the film's release in other theatres. But IMAX honchos believe that since this is a film geared at families and has plenty of repeat value, it could grow taller at the box office than Matrix Reloaded.
While conventional prints will be shown on over 6,000 screens across North America, 49 IMAX prints will be shown in the hope that the film will gross at least $60 million in the IMAX format.
IMAX tickets could cost at least $15 in larger cities, while conventional tickets go for $10.
IMAX has been promising that for a few extra dollars, fans will see a dramatically larger Prisoner of Azkaban, clearer picture, and more refined soundtrack.
Industry observers believe the IMAX screening of the new film could be the turning point for Imax Corp, which is seeking to shift its focus from speciality films to Hollywood hits.
If Prisoner of Azkaban becomes a big hit on IMAX, not only in North America but in over a dozen major markets abroad, more Hollywood and British producers will work on the IMAX format from the beginning.
If the new Harry Potter film turns out to be a gold mine, IMAX plans to build more giant screen theatres not only in North America, but also in many countries in Asia and Europe.
The company has already announced plans to release the Halle Berry film, Catwoman, on IMAX screens in July. In December, the $180 million Tom Hanks film, Polar Express, also aimed at family audiences, will be seen on IMAX screens.
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