Avatar Breaks More Records in IMAX

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IMAX Corporation and Twentieth Century Fox today announced that James Cameron’s Avatar continued its record-breaking box office run over its third weekend, grossing approximately $8.7 million from 179 IMAX theaters domestically from January 1 through January 3, 2010. The film registered more than 12% of the film’s total domestic gross of $68.3 million during that period on less than 3% of the screens, driving the domestic IMAX box office to date to approximately $47.1 million.

The IMAX international release grossed more than $4.0 million from 71 IMAX screens during the weekend, an 11% increase over last weekend. Avatar also posted a record-breaking international single day on Saturday with $1.425 million. The worldwide IMAX box office total for Avatar is estimated to be $67 million as of the end of day Sunday, January 3, 2010.

“We think the success in IMAX theaters reflects the winning combination of this groundbreaking film and the strength of the growing IMAX network,” said IMAX CEO Richard L. Gelfond. “These record-breaking box office results are a testament to the power of the IMAX brand, and we’re thrilled by continued consumer enthusiasm for seeing the year’s biggest blockbuster in the best 3D available.”

“‘Avatar’ continues to break IMAX records, and the incredible legs and word of mouth on this film point to continued momentum in the weeks ahead,” added Greg Foster, Chairman and President of IMAX Filmed Entertainment. “These results demonstrate how James Cameron’s vision combined with The IMAX Experience can bring in new audiences, which is a great way to kick-off 2010. We look forward to the excitement continuing as ‘Avatar’ opens on 11 more IMAX screens in China this week.”