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Avatar to soar at box office

[ 2010-01-05 13:03]     字号 [] [] []  
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The highly anticipated 3D film Avatar opened yesterday at midnight to some of the worst weather conditions to hit Beijing in half a century, but this did not appear to deter moviegoers.

Liu Hui, manager of Beijing's UME International Cineplex, said her theater offers two options for moviegoers, one in 3D and the other in IMAX 3D, which offers better visual impact.

"For the midnight premiere, we were at 90 percent capacity for the 3D version and 100 percent for the IMAX 3D," she said, adding that the tickets for the IMAX 3D screening sold out two days prior to opening.

The -16 C temperatures and up to 30 cm of snowfall on Sunday appeared to be more of a blessing than a burden, based on the demographic for the first day's turnout.

Due to the severe weather, local authorities closed schools yesterday, leaving many students, teachers and their parents an entire day to catch a film. And in this case, the turnout was overwhelmingly for Avatar.

The 3D digital effects were a major draw for those in line to purchase tickets. For many, Avatar was the first film they would watch in 3D.

"I don't know what to expect," said one woman waiting in line for tickets. "But I can't wait."

Meanwhile, Avatar sped past the $1 billion mark at box offices worldwide this week. The blockbuster is now the fourth-biggest movie of all time. The only movies ahead of it include Titanic, which was also directed by Avatar director James Cameron.

(中国日报网英语点津 Helen 编辑)

Avatar to soar at box office

About the broadcaster:

Avatar to soar at box office

Renee Haines is an editor and broadcaster at China Daily. Renee has more than 15 years of experience as a newspaper editor, radio station anchor and news director, news-wire service reporter and bureau chief, magazine writer, book editor and website consultant. She came to China from the United States.