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'Everest' Lifts Imax to Dramatic New Peaks

Movies: A larger-than-life story of courage and survival gains audiences.

March 28, 1998|MARLA MATZER | SPECIAL TO THE TIMES

Though MacGillivray touts the film as the first large-screen film with "fully developed character lines and emotions," he admits the picture still doesn't have the polish of a big-budget studio film. Reviews of "Everest" have been generally good: "visually glorious and absorbing," said the New York Times. Newsday's reviewer, though, said that "for the most part, you have to supply your own emotion" since most dialogue is in the form of Liam Neeson's rather straightforward narration.

Marketing experts expect to see more promotional deals involving Imax, but MacGillivray says he's not sure other producers will be willing to put up as much of their own marketing money.

"They may not risk the money. But we are building a market for our films," MacGillivray said.

"We are trying to prove that Imax-style films can be marketed, produced with same feature quality results in terms of box-office returns. There is a vast market that traditional Imax films have not been capturing."

Times staff writer Brett Johnson contributed to this story.

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