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MOVIE GOERS RACED TO SEE NASCAR 3D: The IMAX Eexperience at Blockbuster IMAX® Theater at Museum of Discover and Science and Film Sets Opening Weekend IMAX Record

Fort Lauderdale, FL - March 16, 2004–
The Blockbuster IMAX® Theatre, located at the Museum of Discovery and Science, sold out the majority of its shows during opening weekend, March 12-14, 2004 as did many theaters nationwide. “We are thrilled that NASCAR 3D:The IMAX Experience had such a terrific opening weekend at the Blockbuster IMAX® Theater – we added two extra shows on Sunday to accommodate demand for tickets,” saidKim Cavendish,President/CEO of the Museum of Discovery and Science.“The powerful 3D images in NASCAR 3D: The IMAX Experience, combined with the superior sound of our IMAX theatre, captures NASCAR racing in a way that is truly unique and thrilling—placing audiences right in the driver’s seat and in pit row.”
IMAX Corporation, the world leader in large format entertainment technology, and Warner Bros. Pictures announced March 15, 2004 the record-breaking opening weekend box office performance of their first IMAXÒ3D film collaboration, NASCAR 3D: The IMAX Experience. Over the three-day weekend, the film grossed $1,467,406 in 68 IMAXÒtheatres inNorth America. NASCAR 3D: The IMAX Experience set the record for both the highest grossing opening weekend for an IMAX originally produced film and the highest per-screen average for an IMAX 3D film. At an impressive $21,579 per-screen average, NASCAR 3D: The IMAX Experience was significantly higher than the per-screen averages of the weekend’s top ten highest grossing films.
Narrated by Kiefer Sutherland, NASCAR 3D: The IMAX Experience provides an insider’s perspective of the nation’s number one spectator sport, with a brief look back at how it all began. It introduces the revered drivers and their lives both on and off the track, as well as their dedicated teams and fans whose unfailing support is essential to success. The film also steers its focus on the science of today’s racing technology, and the teamwork that binds it together. Packed with heart pounding, behind-the-wheel action, NASCAR 3D: The IMAX Experience delivers high-speed thrills at every turn.
" With The IMAX Experience® putting you in the driver's seat at a series of exciting NASCAR races," said Kiefer Sutherland, "you can virtually feel the speed of the cars and the thunder of the engines. And besides being a driver or part of the crew, IMAX is the best way to experience NASCAR action."
“ When you see NASCAR 3D: The IMAX Experience, you get a feeling of the scale of this sport. There’s nothing small about it, and until you actually see it, it’s hard to comprehend,” says Director Simon Wincer. “With extraordinary in-car footage, edge-of-your seat racing and exclusive behind-the-scenes access to drivers, all combined with the magic of IMAX 3D technology and a sound system that brings chills down your spine, this film immerses audiences and puts them in the driver’s seat.”
The film is sponsored nationally by AOL for Broadband, narrated by Golden Globe Award-winning actor Kiefer Sutherland (24, Phonebooth, and the upcoming Taking Lives) anddirected by Simon Wincer (Lonesome Dove, Free Willy, Phar Lap and The Young Black Stallion). James Neihouse, one of the large-format medium’s preeminent cinematographers (SPACE STATION 3D, Michael Jordan to theMax, Rolling Stones at theMax, The Dream Is Alive), is the director of photography; Neil Goldberg (producer of FOX’s NASCAR coverage) is the executive producer; and IMAX Corporation’s Lorne Orleans is the producer, with Doug Hylton of IMAX also producing. Local support provided by South Florida Ford Dealers, Ford Championship Weekend, and Maroone, an AutoNation company.
About TheMuseumofDiscoveryand Science
The mission of theMuseumofDiscoveryand Science is to provide experiential pathways to lifelong learning in science for children and adults through exhibits, programs and films. Founded in 1976 as The Discovery Center, the non-profit Facility serves approximately 400,000 visitors each year.
The Museum is open seven days per week, Monday through Saturday from10:00 a.m.to5:00 p.m., and Sunday fromnoonto6:00 p.m.with extended IMAX® hours on Friday and Saturday 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. TheMuseumofDiscoveryand Science is located downtown at 401 S.W.Second Street,Fort Lauderdale,Florida33312. For moreinformation about the Museum, visitors should call (954) 467-MODS (6637) or visit our web site at
About the Blockbuster IMAX Theater
The BlockbusterÒIMAXÒTheater owned and operated by theMuseumofDiscoveryand Science, opened in 1992. The 300-seat theater is a showcase of state-of-the-art motion picture technology. The BlockbusterÒIMAXÒTheater 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 IMAXÒprojector’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 or our new “kid” friendly 3D glasses. The IMAXÒexperience is an unparalleled fusion of sight and sound. For show times, visitors should call 954-463-IMAX (4629).
About IMAX Corporation
Founded in 1967, IMAX Corporation is one of the world’s leading entertainment technology companies. IMAX’s businesses include the creation and delivery of the world’s best cinematic presentations using proprietary IMAX® and IMAX 3D technology, and the development of the highest quality digital production and presentation. IMAX has developed revolutionary technology called IMAX® DMR™ (Digital Re-mastering) that makes it possible for any 35mm film to be transformed into the unparalleled image and sound quality of The IMAX Experience®. The IMAX brand is recognized throughout the world for extraordinary and immersive family experiences. As ofSeptember 30, 2003, there were more than 235 IMAX theatres operating in 35 countries.
IMAX®, IMAX® 3D, IMAX®DMR™ and The IMAX Experience® are trademarks of IMAX Corporation. More information on the Company can be found
AboutAmericaOnline, Inc.
America Online, Inc. is a wholly owned subsidiary of Time Warner Inc. Based inDulles,Virginia,AmericaOnline is the world's leader in interactive services, web brands, Internet technologies and e-commerce services. 

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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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