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Ray Pride

By Ray Pride Pride@moviecitynews.com

[PR] Transformers 2 gets iMichael IMAX treatment

IFOX-transformers-35.jpgMICHAEL BAY TO SHOOT SELECT SCENES OF TRANSFORMERS: REVENGE OF THE FALLEN WITH IMAX® CAMERAS
LOS ANGELES, CA, September 30, 2008 – IMAX Corporation (NASDAQ: IMAX; TSX: IMX), DreamWorks Pictures and Paramount Pictures today announced that director Michael Bay will shoot key sequences of Transformers: Revenge of the Fallen with IMAX® cameras. Bay will integrate the IMAX footage with state of the art CGI to create an unprecedented look and feel for the highly anticipated sequel to last year’s box office hit, Transformers. As previously announced, Transformers: Revenge of the Fallen will be released to IMAX® theatres simultaneously with the movie’s wide release on June 26, 2009.
The movie sequences shot in traditional 35mm will be digitally re-mastered into the unparalleled image and sound quality of The IMAX Experience® with IMAX DMR® (Digital Re-mastering) technology. The IMAX DMR scenes will appear in the traditional “letterbox” shape, while scenes shot with IMAX’s cameras will expand vertically to fill the entire IMAX screen.
“The extraordinary level of detail and intensity captured by the IMAX camera creates many exciting possibilities for us with this film,” said Michael Bay, the film’s director. “IMAX’s all-encompassing format will take this story to a new level, and I am once again very excited to share The IMAX Experience with Transformers fans around the world.”


“The addition of another amazing title from DreamWorks and Paramount, combined with more groundbreaking use of IMAX technology by Hollywood’s top filmmakers, are examples of how far we have come as a company and a distribution platform over the past several years,” said IMAX Co-Chairmen and Co-CEOs Richard L. Gelfond and Bradley J. Wechsler. “The growth of the IMAX theatre network, fueled by the economical benefits of the new IMAX digital system, is driving interest from virtually all of the top studios, which is resulting in more IMAX movies for audiences to enjoy.”
“Michael Bay’s innovative use of IMAX cameras will create a spectacular cinematic adventure for moviegoers next summer,” added Greg Foster, Chairman and President of IMAX Filmed Entertainment. “We’re very excited to be integrated as a core part of the Transformers production, and with the skilled marketing and distribution teams at DreamWorks and Paramount, the timing is ideal given our expanding global audience and network footprint.”
The IMAX release of this movie was previously mentioned in IMAX Corporation’s second quarter results press release on August 7.

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“Ten years ago at Telluride, I said on a panel that theatrical distribution was dying. It seemed obvious to me. I was surprised how many in the audience violently objected: ‘People will always want to go to the movies!’ That’s true, but it’s also true that theatrical cinema as we once knew it has died. Theatrical cinema is now Event Cinema, just as theatrical plays and musical performances are Events. No one just goes to a movie. It’s a planned occasion. Four types of Event Cinema remain.
1. Spectacle (IMAX-style blockbusters)
2. Family (cartoon like features)
3. Horror (teen-driven), and
4. Film Club (formerly arthouse but now anything serious).

There are isolated pockets like black cinema, romcom, girl’s-night-out, seniors, teen gross-outs, but it’s primarily those four. Everything else is TV. Now I have to go back to episode five of ‘Looming Tower.'”
~ Paul Schrader

“Because of my relative candor on Twitter regarding why I quit my day job, my DMs have overflowed with similar stories from colleagues around the globe. These peeks behind the curtains of film festivals, venues, distributors and funding bodies weren’t pretty. Certain dismal patterns recurred (and resonated): Boards who don’t engage with or even understand their organization’s artistic mission and are insensitive to the diverse neighborhood in which their organization’s venue is located; incompetent founders and/or presidents who create only obstacles, never solutions; unduly empowered, Trumpian bean counters who chip away at the taste and experiences that make organizations’ cultural offerings special; expensive PR teams that don’t bring to the table a bare-minimum familiarity with the rich subcultural art form they’re half-heartedly peddling as “product”; nonprofit arts organizations for whom art now ranks as a distant-second goal behind profit.”
~ Eric Allen Hatch