IMAX Sells Pixar Fans 'Incredible' 3D Experience for "Incredibles II" (Then Cancels it)

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Well...I knew something would pull me out of retirement and back to this blog.  Turns out, it would be IMAX doing a total bait-and-switch for the upcoming "Incredibles II," another sequel in Pixar's continuing quest to franchise all of their original creations ("A Bug's Life" is the only pre-Disney owned era film to avoid this fate).  Unlike most of their recent outputs though, people actually wanted a sequel to "The Incredibles," and the fact that original Oscar-winning writer/director Brad Bird ("Ratatouille," "Mission Impossible: Ghost Protocol") is back at the helm makes it one of the studios more anticipated films.  Also being one of the films best theater experiences (one that I saw three times in theaters upon the initial release) meant that when IMAX struck a deal to project it, they decided to go big with it!

The theater trailer was shown months ago in full-blown 3D!  As we got closer to the release date, IMAX went all out by advertising an "Incredibles Double Feature" for not just the opening day, but TWO full days before the sequel comes out!  With that event means the first movie will be shown in IMAX for the first time.  Anticipation only got higher as IMAX promised free goodies at the event.  Fan events have been highly anticipated as it makes fans feel like they are getting their own version of a world-wide premier.  To my knowledge, this is one of the first major fan events I've seen for an animated film, giving you an idea as to how anticipated the release it.  That is a big deal, and IMAX continued to push it as such.  That's why when the full trailer came out, IMAX projected it fully in 3D.  This was a big deal because modern 3D movie trailers aren't shown in the format unless it was filmed with the format in mind during early stages  This is because it doesn't make a lot of sense to upconvert trailer footage, because that same footage would have to be re-upconverted again at a later date.

The fact that ALL the "Incredibles II" trailers are being shown in fully 3D states shows that the 3D is not only integral to the movie, it was MADE to be shown in 3D from the ground up!  And really, a computer animated superhero movie is the very thing you would expect to build a 3D experience around.  Because I was with family members when I saw "Avengers: Infinity War" in IMAX 3D a second time, I ended up sticking around for the previews and loved every second of the trailer for "Incredibles II."  It was a reminder that animation was woefully underused in the IMAX format, and it was nice to see the company embracing it again after they (incorrectly) assumed that no one wanted to see these types of movies in the format.  However (and you know this was coming if I'm writing about this) it appears that all of these previews, all of these promises, and all of these claims of a great IMAX 3D experience were all false advertising because NONE of the "Incredibles II" listings I've seen ANYWHERE are showing the movie in 3D!

That is so disappointing I knew I had to come back to this blog and vent my anger like the Comic Book Guy from "The Simpsons" does.

This is wrong on two levels.  First of all, this is EXTREMELY dishonest!  I mean, extremely so.  By advertising this as a full blown IMAX 3D experience in all your trailers, posters, and advertisements, only to do a 2D only release is one of the worst kinds of false advertising I've seen.  It is a classic bait-and-switch if ever I've seen.  On the other hand, IMAX is not doing themselves (or their shareholders) any favors by denying the public of the 3D version as it looks like the kind of immersive experience that only IMAX can offer.  By stripping of the 3D the theater chain has purposefully gimped the experience, and I suspect people who see it on a standard 3D screen are going to walk away much, much happier.  On a third note, since this IS the premier of the first 'Incredibles' in IMAX, it would be a perfect time to premier a new 3D version that was exclusive to IMAX theaters, and would certainly drive ticket sales to see the classic movie in "a whole new way."  IMAX has screwed EVERYONE with this release!

And, look, I'm not saying there should be no 2D showings.  While I would prefer IMAX deal exclusively in 3D for certain movies, having some showtimes be 2D and some be 3D seems to have worked very well for several major movies.  But just like they were cutting out a certain audience when they were only doing 3D movies, so to are they cutting out certain audience members when they only show 2D.  IMAX claims that this is the direction their shareholders want them to go.  Well, as an IMAX shareholder myself, I would like to throw in my own opinion on the direction the company is going with 2D only releases: This plan sucks and they need to rethink it as soon as possible.


  1. MaxFromQuebec said...:

    Brad Bird on 3D and IMAX: « I have some technical issues with 3D, and I feel that people are forgetting the power that really big, bright, sharp images on a massive screen have. Simply seeing movies presented the way they used to be presented, in the top theatres, is an unbelievably powerful experience. But most people see them in multiplexes now with small auditoriums and small screens with dim projectors. Part of what I liked about IMAX is that people are forced to sit forward, the screens are huge, the bulbs are turned all the way up, the sound systems are good and they're getting the experience we intend them to get rather than the one they often get. »

    When I saw movies in IMAX, they were always projecting the trailer for Incredibles 2 in 2D. Brad Bird has come out publicly and said that he isn't a fan of 3D. Get your facts right before writing whatever and publish it online.

  1. MaxFromQuebec said...:

    IMAX has also publicly said that they will continue playing movies in 3D when it is meant to be seen in 3D: « When 3D happened, we said at the time that we didn't think it was a panacea. And particularly when a movie was designed to be made in 3D and experienced in 3D, we were going to support it, like we did with Avatar, et cetera; The Jungle Book with Jon Favreau, a couple years ago.

    The same is true today, where moviegoers are realizing that not every movie should be seen in 3D. And when there is a film that, again, demands to be seen in 3D, we'll play it in 3D.

    So it's not like we're not doing 3D. What we're doing are taking those titles that are not necessarily designed as 3D and providing them to moviegoers in 2D, because we think 3D can be a deterrent for some people. Some people just simply don't want to go to a movie in 3D. And so unless there is a specific reason for playing it in 3D, we're going to play it domestically in 2D. »- Again, what you're saying is pointless and it is a collective decision made by the filmmakers and IMAX with how they would like their movies a little bit of research before going on a rant!

  1. SLYDoggie said...:

    I don't know where you live but, in the Nashville Tennessee area, the movie is listed as starting on 6/14 and it is being shown in Real3D in multiple theaters. There aren't any listing for IMAX or IMAX 3D but it is certainly being shown in 3D all over the area theaters.

  1. It IS showing in 3D plenty of places here! Just not IMAX 3D.

  1. MaxFromQuebec said...:

    IMAX is the best positionned company right now. The new laser projectors are terrific and they know which movies to release in 3D and it!

  1. Luek said...:

    Hey, I'm from Australia and we have only ONE proper IMAX theatre (sadly 900+km away from me) and that IS showing Incredibles 2 in 3D.

    Fun fact which might get you riled up again is that there is out there somewhere, an original Incredibles 3D "print" which was done at the same time as Ratatouille 3D.

  1. SFMike said...:

    3D haters will always say that only certain movies should be seen in 3D, just not any that they want to see.

  1. fafling said...:

    I have seen this movie in 3D, and I can confirm that it's definitely how it was meant to be seen.

  1. Dennis Tamayo said...:

    Well, Smallfoot will be released on Blu-ray 3D by the end of this year.

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  1. Unknown said...:

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