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IMAX grows in popularity

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English Heritage
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London IMAX has revealed figures showing it is the third highest grossing IMAX venue in the world for The Matrix Revolutions: The IMAX Experience.

The venue was beaten only by two North American cinemas which opened the film three weeks before London did.

Box office takings reached £250,000 and admissions have been more than 20,000 since the film opened at the end of November.

The IMAX cinema also reported a healthy half term, with 12,750 admissions, compared with 9,000 in February 2003.

Head of British Film Institute Exhibition, which runs the cinema, Jim Hamilton, said: “Following the success we achieved in 2003, we are proud to announce these figures which show a fantastic start to this year.

“Contrary to recent reports, the results for both Matrix Revolutions and half term prove that the IMAX format is going from strength to strength in the UK.” Details: www.bfi.org.uk/imax

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London IMAX has revealed figures showing it is the third highest grossing IMAX venue in the world for The Matrix Revolutions: The IMAX Experience.
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