Hogwarts and Hubble -- planetarium goes Hollywood

Come November, moviegoers could be able to see the next "Harry Potter" sequel at the Clark Planetarium's IMAX theater.

And come next year, thanks to such Hollywood blockbusters, that big screen is expected to give an even bigger boost to the tax-supported planetarium's pocketbook.
Planetarium Director Seth Jarvis announced Tuesday he has struck a deal with Megaplex 12 at The Gateway to show box-office hits -- think "Clash of the Titans," "How to Train Your Dragon" and, yes, "Harry Potter and the Deathly Hallows, Part One" -- nightly on the star shop's IMAX screen.




Educational films will continue during the day. Entertainment flicks will fill the night.

The agreement is expected to add almost $140,000 to the planetarium's bottom line next year.

"That is not a drop in the bucket," Jarvis said. "That is the difference between an exhibits program or not."

The arrangement comes as educational IMAX documentaries such as "Hubble 3-D" and "Under the Sea 3-D" become more scarce. That's a troubling trend for Clark Planetarium, which relies on its big screen for much of its revenue.
Nightly blockbusters would make the planetarium money. The star shop would keep 15 percent of ticket sales and 100 percent of any concession profits inside the planetarium.

As for the Megaplex?

The theater gets 300 extra seats in front of an IMAX screen, which is coveted space at a time when films such as "Avatar" are creating more demand for larger screens.
"We continue to add 3-D auditoriums at the 12 as we speak," said Blake Andersen, senior vice president of Megaplex theaters. "This gives us another opportunity to really wow our guests."

As part of the deal, Megaplex has agreed not to show any films at the planetarium above a PG-13 rating.

But before any blockbuster hits the screen, the planetarium has to upgrade its equipment.

The Salt Lake County Council approved a $575,000 digital-projection system for the planetarium Tuesday, plus $10,000 for two part-time night managers. The money will come from the star shop's cash reserves.

The planetarium hopes to have the equipment in place by October, with the "Harry Potter" flick showing in November.

But mingling education and entertainment worries County Councilwoman Jenny Wilson, who fears commercial programming could cut into the planetarium's overall mission.
"I would hate to enter into what may make sense short term," she said, but which "affects our educational mission long term."

Jarvis maintained the agreement won't hurt education, but rather help it. It will provide the planetarium more money and bring thousands of additional guests through the facility each year.

"What it really does is elongate the ability for this facility to remain viable," Councilman Randy Horiuchi said. "We want the best and the brightest and the most exciting planetarium we can have."

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