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70mm has already long-since proved itself to be a lucrative mass-market format: it's called IMAX.
by morley 9y ago
70mm has already long-since proved itself to be a lucrative mass-market format: it's called IMAX.
- smacktoward 9y agoMost "IMAX" screens are not what most people think of when they think of IMAX. Rather than 70mm film projected onto multi-story screens, they're just using an IMAX-developed digital projection system and a slightly-larger-than-standard screen. The result can be disappointing if you go in expecting real IMAX and get the inferior mass-market alternative instead. IMAX deliberately lumps their 70mm system and their digital system together under the "IMAX" brand, without any additional information to help people distinguish between the two. It's hard not to think that this is done intentionally, to use the brand value their large-format system has built up over the years to sell tickets for the comparatively more lackluster digital system.
- justin66 9y agoYou're right that people should set their expectations properly, but IMAX Digital is still pretty great, visually and aurally. I saw Inception on an IMAX Digital screen and it really was just about perfect. The somewhat over the top audio production that Nolan does really comes alive on a system like that, and the film looked beautiful. In a situation like that I don't know what the utility of the larger system would have been. I saw Avatar in 3D on such a system, and it was of course completely amazing, but that's not for everything.