Harry Potter: An IMAX 3D Experience

MEDIA RELEASE
FOR IMMEDIATE RELEASE
July 5, 2007

EXPERIENCE THE MAGIC IN A WHOLE NEW WAY at SKYCITY Cinema’s IMAX, Queen Street!

Harry Potter and the Order of the Phoenix: An IMAX 3D Experience to open on Wednesday, July 11

The second live-action Hollywood film featuring scenes converted into IMAX 3D

Prepare your charms, spells and grab your wand!

On Wednesday, July 11 at SKYCITY Cinema’s IMAX on Queen Street, moviegoers will be spellbound when they join the ranks of Dumbledore’s Army and see the highly anticipated Harry Potter and the Order of the Phoenix featuring the explosive finale in IMAX 3D - the most immersive cinematic 3D in the world.

Using proprietary 2D to 3D conversion technology, approximately 20 minutes of the film’s finale have been transformed into IMAX 3D for a truly magical ending. Just as the film reaches the peak of excitement, moviegoers will be transported inside the film to experience the action, drama and wonder of Harry Potter as never before. Harry Potter and the Order of the Phoenix: An IMAX 3D Experience will debut concurrently with the nationwide 35mm release from Warner Bros Pictures on July 11.

A special on-screen cue will alert moviegoers when to put the 3D glasses on. A green icon of flashing glasses will enter the frame across the bottom of the screen to indicate that the glasses should be put on. At the end of the 3D sequence, a red icon will appear, indicating when the glasses should be taken off.

Harry Potter and the Order of the Phoenix has been transformed into the unparalleled image and sound quality of The IMAX Experience through IMAX DMR (Digital Re-Mastering) technology, providing moviegoers with an extraordinary cinematic experience. This marks the second live-action Hollywood film featuring scenes digitally converted into IMAX 3D.

Matthew Liebmann, General Manager of SKYCITY Cinemas says, 'SKYCITY Cinemas is all about providing our customers with the kind of fun and entertainment they can't get anywhere else. Audiences who see 'Harry Potter and the Order of the Phoenix' on Queen St's giant IMAX screen, with select scenes in 3D, will experience the magical world of Harry Potter from a whole new perspective.

IMAX Theatre, Queen St is located at SKYCITY Metro, Queen St, Auckland city. For information on tickets and session times, please call the SKYCITY Cinemas info line 09 302 0002 or visit the website at www.skycitycinemas.co.nz.

About the movie
In Harry Potter and the Order of the Phoenix, Harry returns for his fifth year of study at Hogwarts only to discover that much of the wizarding community has been led to believe that the story of the teenager’s recent encounter with the evil Lord Voldemort is a lie, putting Harry’s integrity in question. Worse, the Minister for Magic, Cornelius Fudge, has appointed as the new Defense Against the Dark Arts teacher, the duplicitous Professor Dolores Umbridge. But Professor Umbridge’s “Ministry-approved” course of defensive magic leaves the young wizards woefully unprepared to defend themselves against the Dark forces threatening them, so, at the prompting of his friends Hermione and Ron, Harry is convinced to take matters into his own hands. Meeting secretly with a small group of students who name themselves “Dumbledore’s Army,” Harry teaches them how to defend themselves against the Dark Arts, preparing the courageous young wizards for the extraordinary battle that lies ahead.

ENDS

Notes to editors:
Warner Bros Pictures Presents A Heyday Films Production, Harry Potter and the Order of the Phoenix. The film stars Daniel Radcliffe, Rupert Grint, Emma Watson, Helena Bonham Carter, Robbie Coltrane, Warwick Davis, Ralph Fiennes, Michael Gambon, Brendan Gleeson, Richard Griffiths, Jason Isaacs, Gary Oldman, Alan Rickman, Fiona Shaw, Maggie Smith, Imelda Staunton, David Thewlis, Emma Thompson, and Julie Walters. The film was directed by David Yates and produced by David Heyman and David Barron. Michael Goldenberg wrote the screenplay, based on the novel by J.K. Rowling. Lionel Wigram served as executive producer. For more information visit www.harrypotterorderofthephoenix.com.

About IMAX Corporation
IMAX Corporation is one of the world's leading entertainment technology companies, specializing in digital and film-based motion picture technologies. The worldwide IMAX network is among the most important and successful theatrical distribution platforms for major event Hollywood films around the globe, with IMAX theatres delivering the world's best cinematic presentations using proprietary IMAX, IMAX 3D, and IMAX DMR technology. IMAX DMR is the Company’s groundbreaking digital remastering technology that allows it to transform digitally virtually any conventional motion picture into the unparalleled image and sound quality of The IMAX Experience. IMAX's renowned projectors display crystal-clear images on the world's biggest screens, and the IMAX brand is recognized throughout the world for extraordinary and immersive entertainment experiences for consumers. As of September 30, 2006, there were 280 IMAX theatres operating in 40 countries.

IMAX®, IMAX® 3D, IMAX DMR® and The IMAX Experience® are trademarks of IMAX Corporation. More information on the Company can be found at http://www.imax.com/.

Harry Potter and the Order of the Phoenix images and material are available on www.roadshowfilms.co.nz.

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