NITE Allows Matrix Fans to Reload in IMAX with
The Matrix Reloaded starting
Friday, October 17, 2003
October 13, 2003, Fort Lauderdale, Florida -- The Museum of
Discovery and Science introduces a new programming option, IMAX
at Nite, aimed at the young adult market. IMAX at Nite will
start on Friday, October 17, 2003. Moviegoers can Reload in IMAX
with the blockbuster The Matrix Reloaded: The IMAX Experience,
the sequel to the 1999 special-effects blockbuster The Matrix.
The Museum recently upgraded its projection equipment to
accommodate feature length films with the IMAX® QTRU, the
industry’s best and most advanced film delivery device
Traditional Large Format films typically run 40-45 minutes and
the Museum’s film platters were designed for that length. With
DMR™ and other repurposed films, new larger platters and reel
units are necessary to handle the extra capacity.
IMAX’s DMR process converts 35mm films to 15/70. The first DMR™
releases were Apollo 13: The IMAX Experience and Star Wars,
Episode II: Attack of the clones, the IMAX Experience. Disney
has also been able to convert its animated films such as Lion
King - already stored in digital form – to Large Format in-house
with existing technology. IMAX DMR™ and Disney’s digital
repurposing technology combined with the best of Hollywood’s
event films and The IMAX Experience® greatly expands the product
available to various target markets.
When Imax corporation and Warner Bros. announced in April that
the second and third films in the Matrix trilogy would be
released this year in 15/70 editions using Imax’s DMR™ digital
repurposing technology, Museum President/CEO, Kim L. Cavendish,
saw the announcement as an opportunity to expand the Blockbuster
IMAX® theater audience. Cavendish created the IMAX at Nite
program to serve young adult audiences while not disrupting the
Museum’s current core market of school groups and families. “We
have the most spectacular theater in the area and we have
created the program to encourage an even broader segment of the
public to take advantage of it. Matrix Reloaded is a perfect
film to stimulate audience interest and introduce the IMAX®
Experience,” said Cavendish.
IMAX at Nite will start this Friday, October 17, 2003
The Matrix Reloaded: The IMAX Experience
Friday & Saturday: 7:00 p.m. & 9:30 p.m.
Sunday: 5:10 p.m. & 7:45 p.m.
Special Engagement Ticket Prices
$11 Adults for Matrix only, $16 Adults for Matrix and Museum
Advance Tickets can be purchased by calling 954.713.0930.
ABOUT THE MUSEUM OF DISCOVERY AND SCIENCE
The mission of the Museum of Discovery and Science is to promote
and increase the understanding and appreciation of science in
children and adults through entertaining interaction with
educational exhibits, programs and films. Founded in 1976 as The
Discovery Center, the nonprofit facility serves approximately
400,000 visitors each year.
The Museum is open seven days per week, Monday through Saturday
from 10:00 a.m. to 5:00 p.m., and Sunday from noon to 6:00 p.m.
with extended IMAX hours on Friday, Saturday and Sunday
evenings. General admission prices are $14.00 for adults; $13.00
for seniors; $12.00 for children 3 to 12. Children under 3 are
free. A General Admission Ticket includes admission to the
Museum exhibits and one IMAX® film. The Museum of Discovery and
Science is located downtown at 401 SW Second Street, Fort
Lauderdale, Florida 33312. For more information about the
Museum, visitors should call (954) 467-MODS (6637) or visit our
web site at
ABOUT THE BLOCKBUSTER® IMAX® THEATER
The Blockbuster® IMAX®Theater owned and operated by the Museum
of Discovery and Science, opened in 1992. The 300-seat theater
is a showcase of state-of-the-art motion picture technology. The
Blockbuster® IMAX®Theater features a 60 ft. x 80 ft. screen and
a 15,000 watt digital sound system that delivers six discrete
channels of clear sound through 42 speakers. The IMAX®
projector’s 15,000 watt Xenon bulb projects images of
unsurpassed brilliance and clarity onto the five-story-high
screen. Both 2D and 3D films are shown in the theater. 3D films
are viewed using electronic headsets. The IMAX® experience is an
unparalleled fusion of sight and sound. For show times, visitors
should call 954-463-IMAX (4629).