Those who think size matters have a reason to rejoice, as Universal and Focus Features will release “Fifty Shades of Grey” on 75 IMAX screens, meaning Jamie Dornan and Dakota Johnson are about to get super-sized.
IMAX Entertainment CEO Greg Foster told investors about the last-minute deal at the Stifel Technology, Internet & Media Conference on Monday, and a studio insider with knowledge of the negotiations confirmed that plans are underway for this coming weekend.
The studio is actively trying to show different types of movies and media on its large screens, and “Fifty Shades of Grey” certainly stands out amongst typical IMAX fare like comic book movies and action films.
IMAX recently showed “American Sniper” and two episodes of HBO’s “Game of Thrones.” The company’s upcoming releases include week-long runs for the Will Smith movie “Focus” and High Jackman’s sci-fi tale “Chappie.”
Foster said that IMAX plans to change its tune regarding family-oriented films, adding that the company missed out on potentially lucrative opportunities like “Frozen” and “The Lego Movie.”