Why IMAX Was Late to Booking the ‘It’ Movie

  • The Wrap
Why IMAX Was Late to Booking the ‘It’ Movie
IMAX nearly missed out on the whole “It” cash cow. The huge-screen theater experience company didn’t initially have the Stephen King adaptation prominently on its radar, company CEO Rich Gelfond said Wednesday at Goldman Sachs Communicopia. Then again, no one really did. Thankfully, Gelfond’s team — and his new technology — were pretty quick to pivot to the surprise blockbuster, which has already hauled in $132 million domestically, per Box Office Mojo. On IMAX screens alone, “It” has made $7 million, per Forbes, which is a record for a September release and a horror movie in the unique format. Nice work, Rich.
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