Massive transforming robots in 3D are one of the key selling points in Transformers: Dark of the Moon, which is set for release on Tuesday.
The experience comes at a cost, however, with viewings in especially equipped theaters costing more than their non-3D versions.
Greg Foster, who heads the IMAX filmed entertainment division, says the film by director Michael bay showcases visual effects and the director's incredible attention to detail.
IMAX 3D, along with RealD 3D, are two of the leading formats for watching 3D films.
Our advance ticket sales have been very strong and it's clear that fans crave IMAX's event experience for such a full-throttle, sensory rush, Foster said.
After James Cameron's Avatar in 2009, 3D movies are getting their next big test with the latest Transformers film.
Avatar was the most popular and financially successful film in history. It was also made with the 3D movie going experience in mind.
Hollywood has embraced the format with varying results. In an interview last month, Bay and Cameron remarked on the poor quality of some movies converted from 2D into 3D.
Bay shot the summer movie with some of the same technology used by Avatar director James Cameron.
3D was a forethought, not an afterthought in this movie, Bay said in his blog on Sunday.
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