Animal in IMAX, Tanhaji in 3D: Will the new tricks work?

livemint.com:

NEW DELHI : For a long time, Hollywood ruled India's IMAX and 3D screens, offering immersive viewing of movies rich in action and special effects. Now, local fare is gracing these premium formats, bringing differentiation for the movie-makers and new experiences for the movie lover. Local titles like Animal, Maidaanand Bade Miyan Chote Miyan have released in IMAX screens over the past few weeks, also benefiting the owners of these formats who only have a limited number of Hollywood films to screen every year.

Hollywood movies in IMAX and 3D use special cameras and projection techniques to create life-like visuals; IMAX theatres also feature much larger screens. However, Indian IMAX and 3D films are shot as regular movies and converted into these formats post-production, making it seem like a marketing gimmick since the visual quality is never the same. Sometimes, movie makers release in 3D or IMAX even if the storyline does not require them, said Devang Sampat, managing director of multiplex chain Cinepolis India.

"This marketing approach aims to enrich the overall theatrical experience for audiences and distinguish the film from standard releases. However, there are also instances where the storyline or the essence of the film justifies the utilization of these formats to intensify audience engagement and immersion," Sampat added. According to Sampat, a key reason is the audience's growing appetite for immersive, larger-than-life cinematic experiences.