In the least shocking move of possibly the entire summer season, Paramount has announced that they are re-releasing Michael Bay’s opus, Transformers: Dark of the Moon (or as I call it, Trannies: Pink Floyd Kinda), back into IMAX theaters for an extended two-week run. No less than 246 IMAX theaters that previously thought themselves free from the metallic clang-clangs of robots and the screams of innocents piercing through their giant speakers and splashed on their giant screens will be subjected to the bloodshed (oilshed?) all over again, for yet another two weeks. The re-release kicks off this Friday, August 26, and will run until Thursday, September 8.
The film has already grossed over one billion dollars in the worldwide box office, with just $59.6m of that coming thanks to IMAX. With the re-release of the film to IMAX 3D, that number will be jacked up exponentially, guaranteeing that audiences who previously missed (avoided?) the spectacle have no excuse to not see robots and humans going at it on a screen taller than most people’s homes. Optimus!! Buuuumblebeeee!
There are currently three films playing in IMAX: Harry Potter and the Deathly Hallows – Part 2, Cowboys & Aliens, and Final Destination 5: More Final-er. With the next new IMAX film opening not set until September 9 (that would be Contagion), Potter nearing the end of its run, and Cowboys underperforming, it’s no surprise that IMAX would push out a proven winner to end the summer strong. Now, who do I talk to get Fast Five back into IMAX?