There's fresh ink on a new agreement between Disney and IMAX that will bring three new Disney 3D titles to the super-screen in 2011.
The latest in the Jack Sparrow saga, Pirates of the Caribbean: On Stranger Tides, the Pixar sequel Cars 2, and another animated feature called Mars Needs Moms, will all be in IMAX 3D next year.
Although IMAX presentations have been available for nearly 20 years, it hasn't been until the last year or so, thanks largely to James Cameron's Avatar, that it has become a real force in the movie theater market.
And it's an increasingly important part of Disney's business model. As the studio that tries to incite magic in everything it does, there's a lot of value in presenting its movies in such a grand environment.
Nearly 10% of Toy Story 3's opening weekend revenue came from IMAX. That's substantial, considering that less than 5% of the theaters it played in even had IMAX.