'Mission: Impossible 4' Pulls in $14 Million Worldwide From Early Imax Release
TORONTO – This could bode well for Imax Corp.’s Hollywood studio pre-release strategy.
The giant screen exhibitor on Tuesday said it pulled in around $14 million worldwide from the early release of Paramount Pictures’ Mission: Impossible – Ghost Protocol during its opening weekend.
Domestically, the Tom Cruise-starrer generated $10.5 million on 300 Imax screens, for a per-screen average of $35,000.
The international take of $3.4 million came on 89 IMAX screens, with a per-screen average of $38,200.
Imax said Mission: Impossible 4 surpassed the previous December opening box office record set by Tron: Legacy.
Mission: Impossible – Ghost Protocol is set to open on another 112 Imax screens overseas, including in China and Britain.
Imax has spoken of becoming a preferred early release window for studio pictures if the pre-release of Mission: Impossible - Ghost Protocol from December 16 succeeded.
Imax showed the actioner on its super-sized screens five days before a wide theatrical release on December 21.
"Paramount leveraged an early release in Imax as a key component of its marketing strategy for this film and based on this promising start we are enthusiastic that this approach will deliver," said Imax CEO Richard Gelfond said Tuesday in a statement.