In a bid to mine a bit more gold from the fading summer movie season, DreamWorks Pictures and Paramount Pictures will release an IMAX version of director Michael Bay’s blockbuster Transformers on September 21. If successful, the strategy could change the standard practice of distributing films to IMAX venues as the same time they hit conventional theaters.
Transformers opened on July 3 and has grossed more than $310 million domestically and will be released on DVD in time for holiday gift giving. The film has been digitally re-mastered for the super-sized IMAX screens using IMAX Corp.’s DMR (Digital Re-Mastering) technology, but will not be presented in 3D, at least not yet.
Starring Shia LeBeouf and Josh Duhamel and Tyrese Gibson, Transformers movie blends live action and CG animation to put the planet Earth right in the middle of the epic battle between the Autobots and the Decepticons, giant robots that can disguise themselves as various vehicles. Steven Spielberg served as exec producer on the flick, which is based on the Hasbro toyline and the animated TV series that ran from 1984 through 1987. The lion’s share of visual effects in the movie were handled by Industrial Light & Magic.