This marks the second IMAX film from Sony Pictures Entertainment, following Spider-Man 2: The IMAX Experience in 2004. Recently opening at No. 1 at the U.S. box-office with a staggering $23.7-million, Open Season has been digitally converted into IMAX 3-D and IMAX DMR (Digital Re-mastering) technology, making it a more immersive experience.
In the film, Boog (Martin Lawrence) is a domesticated grizzly bear with no survival skills, whose perfect world is turned upside down when he meets Elliot (Ashton Kutcher), a scrawny, fast-talking mule deer.
With IMAX 3-D, viewers will duck for cover as acorns fly overhead and feel the roller-coaster-like thrill of going over waterfalls, which even surprised Open Season director Jill Culton, after her first experience with it. "IMAX 3-D gives moviegoers an opportunity to experience the first full-length animated motion picture from Sony Pictures Animation in a very special way," said Rory Bruer, president of Sony Domestic Distribution Releasing.
"The film’s strong opening weekend sales is a testament to a great film that is ideally suited for IMAX's format, and the outstanding job Sony Pictures Animation has done in promoting it," said IMAX co-chairmen and co-CEOs Richard L. Gelfond and Bradley J. Wechsler.
"Sony has delivered a terrific film— it looks fantastic in IMAX 3-D, the story is compelling and the characters have great appeal," added Greg Foster, chairman and president of IMAX Filmed Entertainment. "The increase in box office performance between its Friday and Saturday gross represents the largest jump in IMAX DMR history, suggesting very strong word of mouth."
The IMAX 3-D DMR process is based upon basic principles of how the eyes and brain work together to naturally create the three-dimensional world we live in. Most people see through two eyes and although both eyes automatically focus on a single center point they see it from two slightly different positions. This creates two slightly different images, which the brain fuses to give the world three-dimensional depth.
IMAX 3-D takes advantage of this natural process. An IMAX 3-D film actually consists of two separate strips of film projected onto the screen at the same time, one with images captured from the viewpoint of the right eye, and the other with the left eye. Special IMAX 3-D glasses allow the left eye to only see the left image and the right eye to only see the right, allowing the brain to do the rest by fusing the two images and creating a three-dimensional visual that appears to come off the screen.
Open Season is distributed by Columbia Pictures, the local office of Sony Pictures Releasing International.