Back in December of 2007, Warner Bros. attached the opening scene of 'The Dark Knight' to IMAX prints of 'I Am Legend' as a way to goose fan interest in the Christopher Nolan super sequel as well as IMAX box office for the Will Smith film. It worked: 'I Am Legend' holds the record for biggest December opening weekend ever, and 'The Dark Knight' earned a then-record $158.4 million during its rollout in July 2008. (That mark was surpassed this summer by 'Harry Potter and the Deathly Hallows Part 2,' though HP had the benefit of 3D surcharges.) With 'The Dark Knight Rises' due next summer, will Warner Bros. pull a similar stunt with a high-profile IMAX release this December? Potentially.
categories Movies