The final episode of The Matrix trilogy was screened simultaneously today at 6:00 a.m. Los Angeles time, 9:00 a.m. New York Time, 2:00 p.m. London time, 5:00 p.m. Moscow time, 10:00 p.m. Beijing time and 11:00 p.m. Tokyo time. (At this writing it was not known whether the lock-step plan came off without a hitch.) The simultaneous release -- the film is debuting in 80 markets at once -- is part of a combined global marketing campaign that some analysts suggest may be the most expensive in history. (Warner Bros. has said that the simultaneous release is aimed at holding pirates at bay.) Not only is Warner Bros. giving the new Matrix Revolutions film a simultaneous theatrical release throughout the world, it is presenting it on the giant Imax screens as well. It thereby will become the first live-action film ever to premiere on standard and Imax screens on the same day. (Disney's animated Treasure Planet also was given a simultaneous release in the two formats.)
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