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Press Box

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 available.
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 Admission
Advance Tickets can be purchased by calling 954.713.0930.


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


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).

Media Contacts: Alexia Davis 954.713.0904 email:
Marlene Janetos 954.713.0904 email:

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Museum of Discovery and Science / Blockbuster IMAX Theater - 401 SW 2nd Street, Fort Lauderdale FL 33312. Phone 954-467-6637
Museum of discovery and Science, Fort Lauderdale, Florida
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