IMAX Soars, 3D Bores
There's a very good reason consumers buy the largest flat-screen sets their bank accounts can swallow. When it comes to watching movies at home, bigger ... is better.
It's why movie patrons are clamoring for IMAX content, and why the minds behind the new "Star Trek" sequel will embrace the format starting next month.
Paramount Pictures will release the first 9-minutes from J.J. Abrams’ "Star Trek Into Darkness," the sequel to the slick "Trek" 2009 reboot, on about 500 digital IMAX 3D theaters starting Dec. 14.
Meanwhile, 3D movie-making continues, despite a lack of enthusiasm for 3D televisions and a dearth of quality three-dimensional product.
Yes, "Avatar," "Hugo" and the upcoming "Life of Pi" make sterling use of those Buddy Holly spectacles, but most films simply use 3D as a way to separate consumers from a few precious dollars.
IMAX is far more immersive, and no matter your flat-screen inch count, you'll never be able to compete with an IMAX screen. Never (unless your last name is Trump). Recent blockbusters like "The Dark Knight Rises" and "Mission: Impossible - Ghost Protocol" flashed the potential of the IMAX factor in popcorn movies. Who knows what Abrams has in store for Trekkers.
"Star Trek Into Darkness" hits theaters May 2013. Let's hope IMAX lives long and prospers.