Anyway, you-know-who is crowing about how Transformers 2 has a month long run on IMAX(!), thus cutting into the opening of Harry Potter and the Half-Blood Prince. From TFA(the fucking article):

“According to the good folks over at JoBlo, IMAX “decided” to go with Transformers 2 over Potter for that time frame.

But let’s be honest… even if you’re someone who likes Harry Potter more than Transformers, you’ve got to admit seeing Transformers on the bigger screens seems more worth while than Potter on the bigger screens doesn’t it?”

Then Token Female of TMB chimes in with:

“Which one would make more money for IMAX? Transformers all the way. IMAX made the right choice business-wise.”

JoBlo got their story from The Hollywood Reporter, which had this to say in their article:

“Shares of Imax dropped 4% on Monday to $7.31 after a Wall Street analyst said the delay “should negatively impact Imax boxoffice results.”

Damn Internet researching. When Transformers was re-released on IMAX on 9/21/2007, it had grossed $312 million domestic. When it ended its IMAX run, the domestic total was $319 million, a net gain of $7 million. Paramount booked Transformers 2 for a 4-week run on IMAX screens, thinking they are going to make Dark Knight money there, even though the first movie saw a sharp decline in ticket sales after *the first two weeks.* Transformers, like many explosion filled summer tentpoles, are front loaded in the first two week-ends and then sizzle out as the weeks go on. Transformers 2 will be no exception, and not even rabid die hard fans like John Campea will be able to sustain a profitable 4 week IMAX run.

I honestly don’t know what the hell Paramount was thinking unless they booked this time before Warner Bros decided to push back Harry Potter. They’re going to make more money this year from Star Trek in IMAX than Transformers, because the only competition Star Trek had in format was Night at the Museum 2, and I can tell you first hand that our local Regal IMAX is still showing Star Trek in IMAX at select times with the permission of Paramount. I expect many IMAX theaters across the country to buck the chain and screen Harry Potter concurrently with Transformers, especially since Transformers will be going into its 3rd week when the Potter film opens.

Everyone who wants to see Transformers 2 is going to see it in the opening week-end. By the third week and with another front loaded summer film opening, who’s going to give a fuck?