"Phoenix" Finale Converted into IMAX 3D

Harry Potter and the Order of the Phoenix picture

Last twenty-minute scenes in "Harry Potter and the Order of the Phoenix" will be transformed from IMAX DMR to IMAX 3D.
Moviegoers are likely to experience different look on the last portion of "Harry Potter and the Order of the Phoenix" when they come to see the film on IMAX theaters this summer.

Warner Bros. Pictures and IMAX Corporation announced yesterday, April 19, that selected scenes at the end of the film originally presented in IMAX DMR (Digital Re-Mastering) will be digitally transformed into an IMAX 3D Experience. Approximately twenty minutes at the end of the movie are said to be converted using the latter company's proprietary 2D to 3D conversion technology to have the new look.

"We couldn't be happier to help bring this Harry Potter film to life in a new way," IMAX Co-Chairmen and Co-CEOs Richard L. Gelfond and Bradley J. Wechsler both stated. "IMAX theatres are the only place to experience this year's most anticipated movies in the world's most immersive format, and we anticipate that moviegoers will want to enjoy 'Harry Potter and the Order of the Phoenix' featuring scenes in IMAX 3D more than once."

Also showing this delight upon the decision to carry out the conversion is Chairman and President of IMAX Filmed Entertainment Greg Foster, remarking that the company is thrilled to treat the audience to "an even more immersive experience with the finale of the film brought to you in IMAX 3D."

On Warner's side, Warner Bros. Pictures International's President of Distribution Veronika Kwan-Rubinek has expressed her support for the intention as well.

"The last 20 minutes in IMAX 3D will add a new element of excitement to the Harry Potter experience, making this a must-see for fans of all ages," so she commented. "We're looking forward to a long and very successful run."

The fifth installment of the widely successful "Harry Potter" frachise, "Phoenix" is based on the best-selling J.K. Rowling book which this time sees the young wizard secretly teach a small group of students how to defend themselves against the Dark Arts. It will be released both in conventional and IMAX theaters on July 13, 2007 with Warner as the film's exclusive distributor to IMAX theaters worldwide.

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