Potter Totters to Dark Side in Explosive 'Harry Potter and the Order of the Phoenix'

CHICAGO - "If you didn't watch the film and looked at people watching it, you'd see they're constantly ducking and grabbing at things," said IMAX Filmed President Greg Foster. "IMAX 3D is at the bridge of your nose."

This between-your-eyes, in-your-face acronym Foster hypes from the helm of the uber-modern film company likely isn't anything new to you. If you haven't been IMAXed lately, though, times have changed. The enormously encompassing 3D injection is a new kind of happy pill.

On July 11 at Navy Pier in Chicago, the fifth Harry Potter iteration - "Harry Potter and the Order of the Phoenix" - takes center stage in IMAX. Its goal is to please your brain, tease your body and tickle all the nerve endings in between so you're just on the brink of prophylactic shock.

"I'm in my 40s," Foster said, who in 2007 is being invited as an Oscar-voting member, in an interview with Adam Fendelman. "When I was a kid, the studios knew they had the 12- to 24-year-olds on opening weekend. They're more elusive today. They're home watching DVDs, playing video games or hanging out on their parents' 70-inch plasma TVs.

"They're not going to the multiplexes to the same degree. You have to give them something they can't replicate at home. IMAX 3D takes you somewhere you dream of going but probably won't ever get to."

Short for Image Maximum, the IMAX you likely know best is its older DMR technology. It's 2D. After being created nearly 40 years ago as an exploratory film format for short and expo films, only about five years ago with "Apollo 13" did IMAX technology ramp up to truly cerebral feats.

Our two eyes instinctively zero in on a single focal point that's viewed from slightly different positions. Two slightly different images result. IMAX 3D exploits this. It actually consists of two separate strips of film projected simultaneously onto a screen.