KJ Apa in 'I Still Believe'
I dont write as much about IMAX as I used to four or five years ago, mostly because the notion of a big movie playing in the IMAX format is no longer enough of a rarity to justify commentary. It wasnt so long ago that it was unusual for a movie like American Sniper or Focus to get the IMAX treatment, but now the only impediment is usually competition, or (in rarer cases) a big movie with an extended engagement (Star Wars, a Chris Nolan movie, etc.).
Almost every big movie gets a week in the prized format, with plenty of big movies playing in IMAX and/or Dolby Vision, AMC Prime or other premium large format auditoriums. Even in a time when more movies get the IMAX Experience, I Still Believe qualifies as a special case.
The Lionsgate release, opening on March 13, will become the first faith-based drama to play in IMAX. Oh, and itll get a sneak preview of sorts in IMAX auditoriums alone on Wednesday, March 11. Directed by the Erwin Brothers, penned by Jon Erwin, Jon Gunn and Madeline Carrol, the Kingdom Story Company film is a Christian biopic about musician Jeremy Camp (played by Riverdales KJ Apa) and his relationship with his first wife (Brit Robertson) who fell ill shortly before their wedding.
I Can Only Imagine
While titled after Camps song, the film is hoping to remind interested viewers of I Can Only Imagine, which was a breakout hit two years ago. It, along with Peter Rabbit and Game Night, was among the few wide releases to thrive alongside Black Panther. That early 2018 release concerned the true-life story which led to MercyMes I Can Only Imagine, the best-selling Christian single of all time.
The Erwin Brothers directed that one, from a screenplay by Jon Erwin and Brett McCorkle, which went on to earn a robust $83 million domestic and $86 million worldwide on a $7 million budget. It is the fifth highest-grossing musical biopic and the sixth-biggest Christian flick in North America. Minus the Narnia movies and The Passion of the Christ, it is second only to Sony and Affirms Heaven Is For Real ($91 million and $101 million worldwide) in 2014.
Faith-based films had a moment in 2014, with Heaven Is For Real joining Foxs Son of God ($59.7 million domestic and $70 million worldwide on a $25 million budget) and Freestyle Releasings Gods Not Dead ($60 million domestic on a $2 million budget). Most of the Christian breakouts have been somewhat positive and inclusive dramas, with most of the persecution complex flicks (like Persecution, Saving Christmas or October Baby) have flopped or been budgeted to where $5 million is win.
Unplanned
Gods Not Dead and last years Unplanned ($21 million from a $6 million debut) are exceptions. Most hits come from major studios (like Lionsgate, Sony and Fox) and are closer in spirit to Veggie Tales (in terms of preaching the Golden Rule) than Gods Not Dead 2. We usually get at least one such biggie a year, such as Sonys Soul Surfer ($47 million) in 2011, the aforementioned hits in 2014, Sonys War Room ($73 million) in 2015, Sonys Miracles from Heaven ($73 million) in 2016, Lionsgates The Shack ($93 million) in 2017, Lionsgates I Can Only Imagine ($86 million) in 2018 and Foxs Breakthrough ($50 million) in 2019.
I will argue that Lionsgate is using IMAX to designate that I Still Believe is declaring itself to be the big mainstream faith-based drama of the year. Id be a little surprised if it isnt. For the first time in a while, a film is being designated as a major-league contender specifically because it will play in IMAX theaters.
The IMAX version (buy tickets HERE) will feature exclusive behind-the-scenes content and will, as noted above, open 24 hours earlier than the conventional domestic release. It is a way of designating that it, as opposed to STXs My Spy, Sonys Bloodshot or Universals The Hunt, will be the big movie of that specific weekend. And if history is any indication, it wont have to rely on faith to be the next mainstream faith-based theatrical hit. The IMAX engagement is essentially Lionsgate calling their shot.
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Box Office: IMAX Positions I Still Believe As Next Big Faith-Based Hit - Forbes