NASCAR 3D: The IMAX Experience: Warner Bros. Pictures' NASCAR 3D: The IMAX Experience has achieved a box office milestone, surpassing $20 million in total gross receipts, IMAX Corporation announced yesterday. The high-octane film is the second highest grossing documentary of the year, set box office records for an original IMAX production when it was released in March 2004, and has played in more than 100 IMAX® theatres around the world - including engagements in Japan, Australia, and Poland. The movie is the first original Warner Bros. Pictures' IMAX® 3D production and has been well received in both commercial and institutional venues, helping to increase awareness of NASCAR (The National Association of Stock Car Racing), as well as lead-sponsor America Online.
"We have been thrilled with the performance of NASCAR 3D: The IMAX Experience and believe it demonstrates the long-term earning potential of IMAX releases," said Dan Fellman, President, Domestic Distribution, Warner Bros. Pictures. "IMAX offers us an attractive platform to release both digitally re-mastered and original IMAX movies, and based on our past success, we're underway on another IMAX 3D production, Denizens of the Deep (working title). We look forward to releasing this and other great films in IMAX's unique format."
"It was a pleasure to work with Warner Bros. Pictures, NASCAR and America Online on this landmark original IMAX production," added Greg Foster, Chairman and President of IMAX Filmed Entertainment. "We're delighted with the results the film has generated - for IMAX and our partners - as well as how it has been received by moviegoers around the world."
"The fact that the film drew crowds in destinations as far away as Melbourne, Australia and Warsaw, Poland is a testament to the broad appeal of NASCAR and the power of The IMAX Experience®," said Sarah Nettinga, director, film, television and music entertainment, NASCAR Digital Entertainment. "The success shows why NASCAR values and continues to develop relationships within the entertainment industry. These partnerships introduce our sport to mainstream audiences and, in turn, the projects enjoy the support of NASCAR's 75 million fans."
"Serving as the lead sponsor of NASCAR 3D: The IMAX Experience dovetailed perfectly with a number of our other sponsorship activities and has helped us drive awareness of the AOL® service across a wide range of consumers," commented J.D. Ettore, AOL's Director of National Brand Promotions and Sponsorships. "We have been very pleased with the results of this partnership and we're excited the film continues to attract audiences nearly nine months after its initial release."
Narrated by Kiefer Sutherland and sponsored by America Online, NASCAR 3D: The IMAX Experience provides an insider's perspective of America's number one spectator sport. Through the magic of IMAX 3D technology, audiences are transported into the driver's seat as they experience the heart-pumping action on the track, in the pit and behind the scenes. The film is being presented on specially designed screens that stretch beyond the audiences' peripheral view, with crystal clear images and up to 14,000 watts of pulsating digital surround sound.