It's definitely one of the most intriguing release strategies of the year, and we're definitely curious to see if it pays off for Paramount and Mission Impossible: Ghost Protocol, who've decided to open the blockbuster sequel five days early at 200 IMAX theaters and a small number of "prestige" palaces. One of the reasons they're doing this is to showcase the 25 minutes of the film that was shot with IMAX cameras -- including a wild scene shot on top of the world's tallest building.
When asked how difficult it was to open a film like this five days earlier in a limited amount of theaters when Hollywood is all about those opening weekend numbers (and records), director Brad Bird told Hero Complex that it definitely was not an easy task to pull off. "Man, when you try to change things in the film industry, they do not want to deviate from what the well-worn paths are. We were able to get five days. Every studio likes to have bragging rights to the biggest opening numbers, and the problem is what that does is it perpetuates the approach of getting a zillion prints out there so your opening number is the biggest. But to me that is an intellectual thing. The average viewer doesn’t experience how much money is made on opening weekend. What they experience is their experience."
The question now is whether you will fork over the extra money to go see Mission Impossible: Ghost Protocol in IMAX five days earlier on December 16th, or wait till its official December 21st release? Regardless, this is definitely a good thing for IMAX, who will benefit by luring in customers who want to see the film early, but maybe wouldn't have seen it in IMAX. Plus it'll give them a chance to showcase their specific moviegoing experience, which will include some pretty epic scenes shot with IMAX cameras.
What do you think? Worth the early trip, or would you rather save a few bucks and see it in a normal theater?