Well, it looks like Marvel and Disney may have stumbled onto a good idea with regards to making more cash with Thor: The Dark World. Instead of just having the movie hit on its appointed November 8th release date, they’re trying to rake in more money from those that wish to see it on opening night. If you don’t mind paying the extra bucks, you too can check out the new Thor flick nearly two weeks early, though only in IMAX 3D.
The official press release is as follows:
IMAX Corporation (NYSE:IMAX; TSX:IMX) and Marvel Entertainment, a division of The Walt Disney Company (NYSE: DIS), today announced that Marvel’s Thor: The Dark World, starring Chris Hemsworth, will be digitally re-mastered into the immersive IMAX® 3D format and released into IMAX® 3D theatres internationally beginning Oct. 30.
It sounds like a plan and if successful could really help Marvel get back some of the millions they’ve spent on creating the film. I have to wonder, however, if this could end up biting them in the ass in the long run. In addition to playing some serious havoc with their opening weekend sales numbers, if the early release generates bad reviews or lets loose too many spoilers into the Internetz, it could turn off a whole crowd of folks that may have gone to see it during the opening weekend but couldn’t afford the $30 for the IMAX 3D.
If it works out though, it could become a new trend in the industry. Guess we’ll see what happens.
Thanks to Geek Tyrant for the heads-up.