First there was James Cameron's Avatar knocking it's way to box office gold and this time the records belong to Tim Burton’s Alice in Wonderland. The 3-D spectacle starring Johnny Depp as the Mad Hatter earned an estimated $116.3 million, the highest grossing weekend ever for a spring release. Not only that, but IMAX– which pulled Avatar from all its screens in exchange for Alice–was rewarded handsomely with its highest weekend gross ever, $11.9 million in only 188 theaters. (IMAX’s 9 additional theaters plus Alice’s shorter run time gave the company the added boost over its Avatar numbers.) If there was even a question as to whether or not 3-D was here to stay, it’s now officially been answered. Avatar was not an anomaly. In fact, what it did was expand the marketplace to all those moviegoers that were nonbelievers in the 3-D technology. They tested it out with Avatar, were convinced of the stunning visuals, and they are now back for more. In fact, IMAX alone sold out every seat they had for the entire weekend. Disney counts 65% of its weekend gross on Alice from 3-D screenings.
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