IMAX Coffers Reloaded

While ticket sales for Warner Bros.’ The Matrix Reloaded dropped off considerably following its huge, blockbuster opening weekend, its life on the really big screen seems to be on an upward swing. The Matrix Reloaded: The IMAX Experience enjoyed its highest box office numbers in its third weekend of release.

The IMAX presentation of the sci-fi actioner grossed $903,241 in North America over the four-day period beginning Friday, June 20 and ending Monday, June 23. Warner Bros. and IMAX Corp. see the increase of more than 37% over the previous week as a strong indicator that the film will continue to draw fans to IMAX theaters for repeat viewings throughout the summer. They also think the performance bodes well for the upcoming November day-and-date release of The Matrix Revolutions.

The uptick is due in part to the film expanding to 50 more screens this past weekend. And while the IMAX numbers may be chump change compared to the $265 million the film has earned domestically, the reported $18,064 per screen average is nearly as impressive as Carrie-Anne Moss’ roundhouse kick.

The Matrix Reloaded, starring Keanu Reeves, Laurence Fishburne and Carrie-Ann Moss, was digitally re-mastered into IMAX’s 15/70 format through the proprietary IMAX DMR (Digital Re-mastering) technology. The pic is being shown on screens up to eight stories high and up to 120 feet wide.