Clark Planetarium to show first-run 3-D films in IMAX auditorium

SALT LAKE CITY — Terrestrial stars will collide with the celestial variety this fall when Clark Planetarium begins screening first-run Hollywood films in 3-D in its IMAX auditorium.

First on the list for an expected November launch date will be the next film adaptation of J.K. Rowlings' wildly popular book series, "Harry Potter and the Deathly Hallows: Part I."

The new plan was approved Tuesday by the Salt Lake County Council and includes a $575,000 investment in a state-of-the-art digital 3-D projection system and a partnership with the planetarium's next-door neighbor, the Gateway Megaplex 12 Theatre. The move is expected to generate $140,000 a year in new revenue — money that will help fund the educational exhibits and programming that is the planetarium's prime focus.

Planetarium director Seth Jarvis told the council that the 40-minute IMAX documentaries that have been the bread and butter of the Clark, as well as other exhibitors across the country, are no longer being produced by the company. And while some other programming is available, it's time to look for new ways to utilize the giant screen and 300-seat auditorium, Jarvis said.

"If there were still an abundance of IMAX films available, we wouldn't be having this conversation," he said. "We're simply trying to deal with the reality that we need to be educational and maximally self-sufficient."

Funding for the planetarium has taken a hit in recent years as part of the county's ongoing struggles in coping with dwindling tax revenues. Blake Anderson from Megaplex Theatres, a subsidiary of the corporate megalith built by the late Larry H. Miller, said the partnership adds a much needed extra screen to their busy Gateway location. And though sharing gate receipts with the planetarium cuts into the company's bottom line, other benefits come with the deal, Anderson said.

"We're giving up quite a bit to do this," he said. "But we feel it will bring in additional market share, … and we make a good chunk of money off our concessions."

After the studios get their cut of the ticket revenues, typically about 60 percent, the Clark will get 15 percent and the remainder will go to Megaplex. Concession sales at the planetarium will not be shared, though some prices may change to establish parity with the cost of snacks at the theater.

While both Jarvis and Anderson characterized the new partnership as a win-win, the initial contract for co-exhibition will extend for one-year only, with an extension option. Councilwoman Jenny Wilson expressed some reservations about bringing commercial programming into a facility that always has been family and education focused, but she agreed to sign off on the idea with the caveat that the plans efficacy could be reviewed on completion of the first contract.

Part of the plan stipulates that only films rated G, PG or PG-13 will be exhibited, and even those will be screened for content. Also, none of the commercial showings will begin before 4 p.m.

Councilman Randy Horiuchi, who was on the council when it approved the original plans to include an IMAX theatre when the planetarium moved to the Gateway, lauded the decision.

"The connection with the Miller theater will bring over literally thousands of people," Horiuchi said. "Many people who normally don't set foot in the planetarium will get an opportunity to be there."

e-mail: araymond@desnews.com