For the 282-seat IMAX theater in Grand Rapids, Mich., Nov. 12 was a banner day. On the 53-ft.-high screen that evening: the first full-length feature converted into IMAX 3-D, Warner Bros.' The Polar Express. One performance after the other sold out--and the momentum kept up all weekend, even with ticket prices at $13. When the receipts were counted, this IMAX screen had raked in more for the film's opening than any other theater in the state. "We would've done even better," says John Loeks, CEO of Celebration! Cinemas in Michigan, "but we ran out of seats."
For IMAX executives, those results...
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