BLOCKBUSTERS GO IMAX

IMAX isn't just for space walkers, deep sea dwellers and rainforest critters anymore. Superman Returns is the latest Hollywood film to simultaneously screen in conventional theaters and the extra-large format once best known for nature documentaries. Apollo 13 was the first blockbuster to hit the very big screen in 2002, but IMAX struck its most sizable box-office jackpot with a 3-D version of 2004's The Polar Express, which grossed over $45 million domestically in two releases. What's the draw? "With bigger TV screens, video games and DVDs, the public wants something different to get off the couch," IMAX co-CEO Richard Gelfond says. For Superman, IMAX audiences will put on glasses to view four 3-D scenes totaling 20 minutes, including a rescue sequence with a plummeting plane.

Who will be next to fight evil in 3-D? Harry Potter and the Order of the Phoenix, due in 2007, will likely have 3-D segments, insiders say, and execs are mulling the idea for Spider-Man 3. And IMAX has three animated 3-D films on tap later this year: The Ant Bully, Open Season and Happy Feet. Then there's the wish list. "I think you'll see some rereleases in 3-D," Gelfond says. "My personal favorite would be Indiana Jones. Or E.T."