Posted on Wednesday, June 17th, 2009 by Peter Sciretta
Over the last month, we’ve written quite a few times about the new Digital IMAX theatres and how we believe that the IMAX Corporation is ripping off moviegoers by placing the IMAX brand name on subpar sized cinema screens nationwide. Actor/comedian Aziz Ansari started the public fuss, Pulitzer Prize winning movie critic Roger Ebert publicly came out against the practice, yet IMAX ignorantly ignored the criticism, and insists that audiences are too stupid to notice the difference (obviously, they didn’t phrase it that way, I’m just giving you my interpertation — read the linked article for exact quotes). Now big Hollywood players are beginning to step up and take a stance on the issue.
Producer Frank Marshall agrees that IMAX Digital is false advertising. For those who might not recognize the name, Marshall has produced over 80 films over the last 30 years, including the Indiana Jones series, Poltergeist, Gremlins, Goonies, Back to the Future, Who Framed Roger Rabbit, The Sixth Sense, The Bourne films, Signs, Seabicuit, The Curious Case of Benjamin Button and more. basically, he’s one of the biggest producers in Hollywood. So what did Marshall say about IMAX?
Marshall tweeted: “While attending screening of BRUNO last night, I stopped into the much hyped IMAX theater at the AMC on 42nd st. NYC. I was stunned…” … “there is nothing remotely resembling an IMAX screen or presentation, don’t spend your money for this.” … “I can’t believe they can get away with this. It’s really false advertising…”
IMAX really needs to be honest with the consumers. The longer they ignore this problem, the more harmfull effect it will have on their name brand.