“[It’s] something we’re doing literally at the last minute,” IMAX Entertainment CEO Greg Foster said today (via Deadline).
No word on which theaters will be part of the 75 as of yet. Greg also admitted that IMAX missed out on revenue last year due to some mistakes in movie choices.
“[Last year] was not a great year and people get out of the habit of going,” he said. They didn’t pick up Frozen or The Lego Movie because “we didn’t do family oriented movies.”
Fifty Shades of Grey is sure to help boost IMAX sales!
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