Richard Gelfond, CEO of IMAX, has teased that Tom Cruise’s Mission: Impossible – Dead Reckoning Part One could return to IMAX screens later this year.
Gelfond addressed the odds of MI 7’s theatrical re-release in a recent interview with Matthew Belloni’s podcast, The Town. The film’s initial run was reduced in favor of Oppenheimer. It ran on IMAX screens from July 12 to July 21, only to be replaced by the latest Christopher Nolan directional. This move reportedly made Cruise angry but he later showed his support to the biographical thriller.
Gelfond believes that Paramount has to develop a substantial marketing campaign for MI 7 to get a second IMAX run. “I think we would consider it, Matt, but it would have to be as part of a campaign that Paramount put together. Because one thing we have learned in re-releasing is if they come with marketing, and if they come with the director and the stars pushing them, you know, the audiences come back,” he said in the podcast.
Apart from this, Gelfond also revealed that he offered Paramount the alternative of postponing Dead Reckoning’s IMAX release to curb the side effects of going up against Barbie and Oppenheimer. This would have allowed the film to improve its box office performance.
Dead Reckoning Part One earned over $550 million against its mammoth budget of $291 million. Variety has revealed that Paramount is set to lose over $100 million from the film as the latter needed to collect over $600 globally (at least).
The trend of re-releasing films turned out to be beneficial for many movies. Avatar (2009) is the epitome of this scenario. MI 7 can turn its losses into profits through a theatrical re-release but it needs a strong and impressive marketing campaign from Paramount and the film’s crew. The film stars Tom Cruise, Hayley Atwell, Rebecca Ferguson, Simon Pegg, Ving Rhames, Vanessa Kirby, Esai Morales, and more. Stay tuned for more updates.
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