'Harry Potter' in 3-D

Imax gives the boy wizard an upgrade

By PETER DEBRUGE

Imax auds can expect a little extra magic from "Harry Potter and the Order of the Phoenix" this summer, as the large-format exhibitor will transform some 20 minutes of the boy wizard's latest adventure into 3-D.

"Phoenix" is the second live-action feature to get the Imax 3-D upgrade, after last summer's "Superman Returns." That pic required auds to take their glasses on and off several times to appreciate three enhanced action scenes; "Phoenix" will limit the effect to its action-packed finale.

Though Imax previously released toons "The Polar Express," "The Ant Bully" and "Open Season" in 3-D, company is still a long way from converting a full-length live-action feature for day-and-date release, said Imax Filmed Entertainment chair-prexy Greg Foster.

Instead, Imax works with filmmakers to identify key set pieces that will benefit most from the treatment. "People don't necessarily need to see talking heads in 3-D. They want to see Harry Potter beat the bad guys," Foster said.

"Phoenix" will be the third "Harry Potter" film to screen in Imax venues, building on a longstanding relationship with pic's producers and Warner Bros., the studio that supplies the majority of Imax's Hollywood fare.

Imax's proprietary conversion process takes six weeks, requiring that a finished print be delivered considerably earlier than is typically possible for such tentpoles; scheduling issues forced Imax to reconsider its plans to release "Happy Feet" in 3-D last fall.

According to company brass, Imax is trying to be more selective about which pics it offers in 3-D. "Polar Express" and "Superman Returns" were both seen as successes, with the latter earning $31 million on Imax screens alone, but "The Ant Bully" proved that 3-D isn't necessarily enough to draw auds.

With fewer releases planned for this year, company is also moving away from last year's high-volume release strategy. "Night at the Museum" and "300" did strong business for Imax in plain old 2-D, and the exhib is adding five new megaplex venues in time for its May 4 "Spider-Man 3" release.

Latest news comes as Imax is trying to recover from an accounting scandal that has seen it twice delay fiscal filings and has the SEC and Canadian regulators looking into its books.

(Ben Fritz contributed to this report.)