press release of the week: ‘Transformers: Dark of the Moon’ Launches Back into IMAX Theatres for Extended Two-Week Run

Duck and cover! Transformers: Dark of the Moon is coming back to theaters! Don’t say Paramount didn’t warn us!

PARAMOUNT PICTURES’ 3-D MOVIE TRANSFORMERS: DARK OF THE MOON LAUNCHES BACK INTO IMAX® THEATRES FOR EXTENDED TWO-WEEK RUN Film Grosses $1,095 Billion to Date

Los Angeles, CA (August 23, 2011) – IMAX Corporation (NYSE:IMAX; TSX:IMX) and Paramount Pictures announced today that Transformers: Dark of the Moon, the third film in the blockbuster Transformers franchise, is returning to 246 IMAX® domestic locations for an extended two-week run from Friday, Aug. 26 through Thursday, Sept. 8. During those two weeks, the 3-D film will play simultaneously with other films in the IMAX network.

Since its launch on June 29, Transformers: Dark of the Moon has grossed $1,095 billion globally, with $59.6 million generated from IMAX theatres globally.

“The fans have spoken and we are excited to bring Transformers: Dark of the Moon back to IMAX theatres,” said Greg Foster, IMAX Chairman and President of Filmed Entertainment. “The film has been a remarkable success and we are thrilled to offer fans in North America another chance to experience the latest chapter in this history making franchise.”

Transformers: Dark of the Moon: An IMAX 3D Experience has been digitally re-mastered into the image and sound quality of The IMAX Experience® with proprietary IMAX DMR® (Digital Re-mastering) technology for presentation in IMAX 3D. The crystal-clear images, coupled with IMAX’s customized theatre geometry and powerful digital audio, create a unique immersive environment that will make audiences feel as if they are in the movie.

See also this awesome essay by British critic Mark Kermode at the Guardian entitled “How to make an intelligent blockbuster and not alienate people,” in which he says (among many other brilliant related things):

The problem with movies today is not that “real” cinema-goers love garbage while critics only like poncy foreign language arthouse fare. The problem is that we've all learned to tolerate a level of overpaid, institutionalised corporate dreadfulness that no one actually likes but everyone meekly accepts because we've all been told that blockbuster movies have to be stupid to survive.