IMAX CEO Richard Gelfond suggests Mission: Impossible – Dead Reckoning Part One could return to his chain of theaters later this year, but only on one condition.Speaking on The Town with Matthew Belloni, Gelfond addressed the possibility of Dead Reckoning Part One getting another run in IMAX cinemas after its initial one was shortened thanks to the shared debut of Barbie and Oppenheimer. However, Gelfond believes Paramount Pictures will have to create a strong marketing campaign for the latest Mission: Impossible film to get a second run. “I think we would consider it, Matt, but it would have to be as part of a campaign that Paramount put together. Because one thing we’ve learned in re-releasing, if they come with marketing, and if they come with the director and the stars pushing them, you know, the audiences come back,” he said.Gelfond pointed to his experience last year with another Tom Cruise film, Top Gun: Maverick, when Paramount aggressively promoted the movie after it was taken off IMAX cinemas in favor of Jurassic World, resulting in improved box office returns. “Last year, for Top Gun, we had to take it off the screen after two weeks. And we had done about $40 million. And we brought it back because we played Jurassic World, after Jurassic World, and it did another 65. Paramount aggressively promoted it. So you know, that would be the condition for doing it,” Gelfond said.RELATED: Mission: Impossible 7 Might Return to IMAX After Barbenheimer Ends
IMAX CEO Richard Gelfond suggests Mission: Impossible – Dead Reckoning Part One could return to his chain of theaters later this year, but only on one condition.
Speaking on The Town with Matthew Belloni, Gelfond addressed the possibility of Dead Reckoning Part One getting another run in IMAX cinemas after its initial one was shortened thanks to the shared debut of Barbie and Oppenheimer. However, Gelfond believes Paramount Pictures will have to create a strong marketing campaign for the latest Mission: Impossible film to get a second run. “I think we would consider it, Matt, but it would have to be as part of a campaign that Paramount put together. Because one thing we’ve learned in re-releasing, if they come with marketing, and if they come with the director and the stars pushing them, you know, the audiences come back,” he said.
Gelfond pointed to his experience last year with another Tom Cruise film, Top Gun: Maverick, when Paramount aggressively promoted the movie after it was taken off IMAX cinemas in favor of Jurassic World, resulting in improved box office returns. “Last year, for Top Gun, we had to take it off the screen after two weeks. And we had done about $40 million. And we brought it back because we played Jurassic World, after Jurassic World, and it did another 65. Paramount aggressively promoted it. So you know, that would be the condition for doing it,” Gelfond said.
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