"Transformers: Dark of the Moon" was the biggest-grossing film of the July 4 holiday weekend in the U.S., but to IMAX Chief Executive Richard Gelfond it was just another 3D movie.
The movie earned the company $87,000 a screen in the U.S. and $75,000 per screen internationally, he told CNBC Tuesday. IMAX's huge screens and other movie-viewing technology are currently in 50 countries.
"We at IMAX have been doing 3D for 20 years," Gelfond said. "So when they came into the mainstream we weren’t as excited as everyone else because we’d seen good 3D films and we’d seen bad 3D films. 3D doesn’t take a bad film and turn it into a good film."