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Desert IMAX Theatre Attendance Up 61% in 2004


Written by: Desert IMAX Theatre
Date: January 11, 2005


Category: Press Releases

Yearly Attendance up 217% since 2001

January 11, 2005 -- The Desert IMAX Theatre in Cathedral City is continuing its dramatic turnaround over the last few years by posting a 61 percent in attendance for 2004 over last year. The total number of people attending movies at the Desert IMAX Theatre was 126,600, marking the first time the theatre was able to break the 100,000 mark since opening. 78,647 people saw movies at the theatre in 2003. The yearly attendance is up a whopping 217% since 2001 when 58,410 people came to the theatre.

Total gross box office receipts are even more markedly increased with a 290% jump since 2001 and a 71% increase over 2003. Box office receipts for the period ending December 31, 2004 were $876,326.75 compared to $510,562.00 in 2003 and $300,262.72 in 2001.

Concession income showed a 56 percent increase over last year and a 320 percent increase over 2001.

Dramatic increases mark a trend at the theatre. Two years ago the theatre posted the biggest percentage increase of any IMAX Theatre in North America and the third highest in the world. For the first five months of 2004, the IMAX Corporation reported that the Desert IMAX Theatre had the highest percentage increase of any IMAX Theatre world-wide.

Several factors are credited with the increases including bringing in high visibility films such as THE POLAR EXPRESS, HARRY POTTER AND THE PRISONER OF AZKABAN, the last two MATRIX Films and a very strong group of movies that have been released for the IMAX screen in the last several years, such as LEWIS & CLARK: GREAT JOURNEY WEST, which played for almost a year at the theatre. A change in the marketing several years ago has also probably added to the increases and after several years of reinforcing the strategy, the pay off continues to increase, according to Keith Scott of the city’s downtown foundation. North American Cinemas has operated the theatre for the past four months.

The Desert IMAX Theatre is currently playing the IMAX DMR versions of The Polar Express in 3D and the IMAX film FIGHTER PILOT: OPERATION RED FLAG. Coming out in March will be a full length IMAX version of the animated feature ROBOTS and in May, Star Wars Episode 3 is expected to come out in IMAX format.

The Desert IMAX Theatre is located at 68-510 E. Palm Canyon Drive in Cathedral City.

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