The Sony film centers on performance artist’s Philippe Petit (Joseph Gordon-Levitt) and his daring attempt to walk between the Twin Towers using a high-wire. It is on track to pull in upwards of $3 million in its first five days in theaters.
The idea is to debut the 3D film in 448 Imax and premium large-format theaters as a way of raising awareness heading into a crowded fall movie season. Universal tried a similar experiment with “Everest” two weeks ago, bowing the film in Imax and other specialty screens. Results were uneven. The mountain-climbing adventure pulled in a smashing $7 million on Imax and premium-format screens, but made an underwhelming $13.2 million when it expanded to more theaters the following week.