Breaking down the fourth wall
Some Varsovians still remember OKA, a theater that played 3D-movies for children. Today, those who grew up on OKA's socialist fare are in their 20s and 30s, and will now be able to take their kids to Panasonic Imax Warsaw, a 3D cinema in Mokotow's Sadyba neighborhood. Except for the 3D concept, there is no similarity between the relic of Soviet friendship that was OKA now the site of the Capitol near Plac Bankowy and the luxury Imax.
"It is the only theater of this kind in Poland," said Piotr Olak, manager of the Imax and the Cinema City multiplex in which the Imax is located. "The Imax offers different kinds of movies from the blood-drenched American ones."
Both Cinema City and the Imax are part of the Sadyba Best Mall (see Lokale Immobilia, Sept. 4-17), a shopping and entertainment complex, which also opened last week. Cinema City is owned by I.T. International Theaters (I.T.I.T), a leading Israeli cinema operator. I.T.I.T's subsidiary, I.T. Poland Cinemas, invested $8 million in the Imax in Warsaw and plans to open three more Imax theaters in major Polish cities, Olak said.
The Warsaw Imax has the distinction of being not only the first of its kind in Poland, but also in Central and Eastern Europe. The theater is one of 200 Imax operations throughout the world, and one of 50 with 3D visuals.
The Imax system is the brainchild of the Canadian Imax Corporation. It comprises an 18 meter-high and 24 meter-wide screen, high-quality sound and a specialized projector.
Olak said that Imax technology is unique. "There are only about 150-180 movies made with Imax technology, and 20-40 of them are 3D." In Warsaw, Imax is showing two 2D movies, "Blue Planet," and "Africa's Elephant Kingdom." The third movie, "Into the Deep," is in 3D.
"Imaxes have been well received wherever they appear, so I can't see any reason for the situation to be different in Warsaw," said Artur Nowakowski, president of cinema operator Kinnepolis. "I think the Imax will make a living in Warsaw." He added that the theaters would prosper as long as "they are located in large entertainment centers."
Roman Gutek, president and founder of Gutek Film, a leading Polish movie distributor and manager of the Muranow and Wars movie theaters in Warsaw, is also happy with the Imax's arrival. "I will finally have a place to go with my seven-year-old son," Gutek said.
But 3D is not only for children. Rafal Kosecki, an actor and movie goer, couldn't wait check out the Warsaw 3D screen. He'd first to come across the technology a few months ago on a visit to London, where he saw two movies. "It's incredible," he said. "You just have the impression that everything is coming at you." One of those movies was the shark-themed "Into the deep." Months after the experience, Kosecki is still animated about it. "It's best to sit in the middle of the very top row," he said. "And when the shark is moving toward you, with this sound ... the sound is amazing."
Magda Szczecinska was luckier than Kosecki. She had been invited to the first Imax presentation last Wednesday. She saw two movies: the 2D elephant film, and the 3D shark extravaganza that so captivated Kosecki.
Szczecinska said that what she loves most about the Imax is its huge screen. "When you sit in front of such a great screen and you are equipped with the special glasses, you feel like you're inside what's going on (on screen)," she said. "I also think it's cool that Imax will show popular science movies. The kids will love it."
