LOS ANGELES, CA, April 26, 2010- IMAX Corporation (NASDAQ: IMAX; TSX: IMX) today announced that industry veteran Mark Zoradi will begin working for the Company as a non-executive strategic advisor effective April 12, 2010. Based in Los Angeles, Mr. Zoradi will be available to advise on key issues in all areas of the Company, including film acquisition, distribution and marketing, as well as studio and exhibitor relationships.

Mr. Zoradi is a 30-year veteran of the motion picture industry. Prior to joining IMAX, Zoradi served as President, Walt Disney Motion Pictures Group. During his nearly three decades at Disney, Zoradi worked in the television, home entertainment and film divisions and most recently served as president of the studio's motion picture group, overseeing worldwide marketing and distribution. Zoradi started his Disney career as marketing coordinator for Walt Disney Home Video in 1980 at ground zero of the home entertainment boom. He next became marketing director for the Disney Channel, which was also in its infancy at the time. He segued into domestic theatrical distribution as director of sales for Buena Vista Pictures Distribution in the mid-80s and also held the position of senior vice president and general manager of Buena Vista Television from 1987-1992. Earlier this month, Zoradi joined the Board of Directors of newly formed Rave Cinemas, LLC, now the United States' fifth largest theater exhibition chain.

"The IMAX network continues to expand around the globe, and Mark's industry insight and expertise will no doubt help us further establish ourselves as a critical distribution platform for event titles," said IMAX CEO Richard L. Gelfond. "We welcome Mark to IMAX at an exciting time for the Company and believe his enthusiasm for the organization is a real testament to the opportunities ahead."

Greg Foster, Chairman and President of IMAX Filmed Entertainment added, "Mark and I have worked closely together as the relationship between IMAX and Disney developed and expanded. I am confident that Mark's knowledge and experience working with a thriving global entertainment company, combined with his unique understanding and approach, will be a big asset to IMAX, and I look forward to officially welcoming him to the IMAX family."

"IMAX is an incredible brand with a distinct and important position in the overall distribution strategy of nearly every major studio," Mr. Zoradi added. "I look forward to this exciting opportunity, and to being a member of the IMAX team as the Company continues to deliver The IMAX Experience® to more audiences around the world."

Zoradi holds an MBA in Marketing and Finance from UCLA's Graduate School of Management and a BA in Economics and Sociology from Westmont College. He is a member of the following organizations: Board of Trustees at Westmount College; Board of Directors of Providence St. Joseph Medical Center and Los Angeles Regional Young Life. In November of last year, Zoradi received the Louis B. Mayer motion picture business leader of the year award from his alma mater, the UCLA Anderson School of Management.

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Two new wide releases open this upcoming week at the Box Office: A Nightmare On Elm Street and Furry Vengeance.

A Nightmare On Elm Street had 4,293 tweets on its lead-up frame last week. That's a massive number, by far the most I've seen for a horror since last September. By comparison, The Crazies had 2,122 tweets its week before release, Shutter Island had 3,594, and Saw VI had 1,392. There is no question that its ratio is going to be above 1,000 given the genre and appeal of the film to the Twitter core, which are quite horror-starved of late. I'm also using a pretty basic search string of "A Nightmare On Elm Street" which will grab a huge percentage of the relevant tweets. All of this points to a ratio of ~1,250. With an expected tweet count in the region of 20,000+, an opening day in the mid to high teen millions should be possible.

Furry Vengeance had 948 tweets last week in its lead-up frame. By comparison, The Spy Next Door had 376 tweets its week before release, and The Tooth Fairy had 1,247. The film came in at 18% negative for the week which is pretty high, and roughly 20% positive which is a ways below average (usually around 25%), especially for its genre. Nightmare On Elm Street by comparison was 22% positive / 15% negative, not that reviews are going to be a huge addition or subtraction for it since its audience is pretty much inbuilt. With this in mind Vengeance should come in with a ratio of 600-700 from 2,000 - 2,500 tweets. ~$3 million Friday might be in store.

Check back Monday night for analysis of the Monday tweet totals. Follow @AlexBOXOFFICE on Twitter for additional updates.

Twitter tracking history. (For 2009's ratio history please check here.)

alltweets042310.jpgThe ratio is the number of tweets per $1 million of Friday Box Office gross. A film with 1,000 tweets and a $10 million Friday would therefore have a ratio of 100. In general, films that appeal to very young or older audiences have lower ratios since those audiences are not big users of Twitter. By comparison, films that appeal to younger audiences (18-35) have much higher ratios since those audiences are much more active users of Twitter.

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Oceans grossed $2 million on Friday, which gave it roughly $4.5 million through its first two days at the Box Office. This number gave it a 2,322 Twitter ratio for the full week but that's misleading since that includes its outlandish Thursday tweet total of 3,000+. Its Thursday ratio was of most interest, and that was 586 which was close to my estimated $3 million. The film should hold up very well this weekend given the genre and the fact that tweets about the film on Friday were 42% positive which is a very high number compared to the other openers and holdovers. Look for it to rake in $6.5 million for the three days.

The Back-up Plan opened to $4.2 million on Friday, which gave it a Twitter ratio of 1,201. This was almost right on the money for my $4.15 million prediction. Always nice to be bang on. Its Friday tweets were 24% positive which is slightly below average which means that nothing out of the ordinary is on the cards for its legs this weekend. Expect the film to wrap up the weekend with $12.2 million.

Lastly, The Losers had a hard time finding an audience on Friday as it scored an underwhelming $3.2 million, which gave it a Twitter ratio of 731. This was a ways lower than my prediction of $4.6 million. The low tweet totals this week were a solid sign that it was going to under perform but this was obviously a ways lower than I had thought. Its positive tweet percentage for Friday was actually 27% which is a tad higher than the standard 25% figure which means it will likely end up with $9.2 million for the full weekend.

Check back tomorrow for a preview of the upcoming weekend's new wide release films: A Nightmare On Elm Street and Furry Vengeance. Follow @AlexBOXOFFICE on Twitter for additional updates.

Twitter tracking history. (For 2009's ratio history please check here.)

alltweets042310.jpgThe ratio is the number of tweets per $1 million of Friday Box Office gross. A film with 1,000 tweets and a $10 million Friday would therefore have a ratio of 100. In general, films that appeal to very young or older audiences have lower ratios since those audiences are not big users of Twitter. By comparison, films that appeal to younger audiences (18-35) have much higher ratios since those audiences are much more active users of Twitter.

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Oceans ran rampant on Thursday with 3,176 tweets. Not a surprise considering it opened on Thursday and it was Earth Day, pretty much a perfect storm for it. Its getting some great reviews, and currently stands at 50% positive for the full week which is miles above most other films. In fact, only Kick Ass is ahead of it (with just over 60%) positive. This bodes well for its legs this weekend. The Thursday opening really throws the ratio out of whack but expect a $2.75 million Friday.

The Back-up Plan really finished well on Thursday with a big 2,134 tweets. This gave it 5,046 tweets for the week, way above my early estimates on Sunday. By comparison, Death At A Funeral had 1,621 tweets on its Thursday before release and an almost identical tweet total. Couple things here though, the film plays much better to the young female core of Twitter which will no doubt hike its ratio, in addition, this is the first romantic comedy targeted at younger audiences I've tracked with such a simple name to search for, something which will no doubt boost its ratio. As such I'm going to raise its ratio estimate up to 1,200 and a $4.15 million Friday, $12 million weekend.

Lastly, The Losers continued to flounder as it managed only 841 tweets on Thursday, giving it 2,338 for the week. By comparison Green Zone had 1,324 tweets its Thursday before release, and 3,250 for the full week. Armored had 453 Thursday and 1,054 for the full week. It came in at 25% positive, 6% negative for the week (Oceans was 50% positive, 3% negative, The Back-up Plan was 26% positive, 4% negative) which are also far from stellar. Now the tweet positive and negative percentages is a new stat I have at my disposal for this week which means I don't have empirical evidence as yet that it is correlated to ratio, just a hunch. I'm going to go ahead and predict a 500 ratio here, and $4.6 million Friday, $12.5 million for the full weekend.

Check back Saturday to see Friday's numbers and the actual Twitter ratios for the weekend and follow @AlexBOXOFFICE on Twitter for additional updates.

Twitter tracking history. (For 2009's ratio history please check here.)

alltweets041610.jpgThe ratio is the number of tweets per $1 million of Friday Box Office gross. A film with 1,000 tweets and a $10 million Friday would therefore have a ratio of 100. In general, films that appeal to very young or older audiences have lower ratios since those audiences are not big users of Twitter. By comparison, films that appeal to younger audiences (18-35) have much higher ratios since those audiences are much more active users of Twitter.

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NEW YORK - At one of the premiere specialty film festivals, the 2010 Tribeca Film Festival, AMC Theatres(R) (AMC) announced the launch of a new initiative designed to advance and expand its guests' interest in independent film. AMC independentTM (AMCiTM) will provide guests with the best independent films and target interested guests through unique promotions and other customized marketing efforts.

"AMCi is our renewed commitment to providing independent film to our increasingly diverse audience," said Bob Lenihan, president of programming for AMC. "We intend to amplify our pledge of bringing these stories to our guests through direct partnerships with independent filmmakers and through film festival participation and promotion, in a more significant way than we have in the past."

Examples of what guests can expect from the AMCi program are evident in the added benefits for each of the following films:

"La Mission" (Screen Media Films) - Film produced by and starring Benjamin Bratt and directed by his brother, Peter Bratt:
• Film's wide release date is April 30; AMC will receive an exclusive AMCi online callout by Benjamin Bratt
"Babies" (Focus Features) - Documentary featuring the lives of four babies from different cultures around the world
• Opens on May 7 (Mother's Day weekend); AMC will be offering a Mother's Day card and photo frame giveaway at select theatres on Saturday, May 1.
"Holy Rollers" (First Independent Films) -Jesse Eisenberg stars in a fact-based story of a young Hasidic man who was lured into the world of international drug trafficking in the late 90s.
• Opens on May 21; AMC will feature exclusive interviews from the movie's stars on AMCTheatres.com and on AMC's Facebook page

This initiative is wholeheartedly welcomed by distribution partners and industry influencers alike.

"Now more than ever before, the landscape for distribution of specialized film is thriving thanks to AMC's efforts to develop programs like AMC Independent," said Tom Bernard, co-president and co-founder of Sony Pictures Classics.

To help drive the AMCi initiative, AMC added Nikkole Denson-Randolph to its associate roster. Denson-Randolph, vice president, specialty and alternative content, will work closely with distributors and filmmakers to ensure AMC is supporting each film in a way that reaches its intended audience and ultimately elevates interest in each title and the genre.

"AMCi is, in the opinion of Focus Features, a welcome theatrical development for our films to utilize during their releases, said Jack Foley, president of theatrical distribution for Focus Features. "AMCi is a beneficial program for other specialized distributors and for specialized film makers as well. The biggest winner from the AMCi program, however, is the moviegoer who will have convenient access to alternative film programming in many markets throughout the country.

"Ultimately, AMCi will nurture and develop greater specialized film sensibilities among its present patrons; increase specialized film patronage; and simultaneously grow specialized box office results nationally: great achievements to expect from AMCi," Foley added.

For a listing of upcoming titles and participating theatres, please click here. Filmmakers with unique feature-length content can also explore AMC-centric distribution at the website.

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