Get ready to once again hit the yellow brick road. But this time, you’ll need to pop on some glasses. “The Wizard of Oz” is being released for a limited run in a 3-D version to be displayed in IMAX theaters starting Sept. 20. It’s all part of an extensive Warner Bros. Entertainment campaign commemorating the 75th anniversary of the timeless classic. The Burbank studio is spending $25 million to market and advertise its “Oz” campaign from its theatrical, home entertainment and consumer products divisions. Characters from the 1939 film will adorn fast-food meals, cupcakes, asparagus hang tags, juice containers and even public service announcements from the National Highway Traffic Safety Administration promoting child safety seats. Jim Chabin, the president of the International 3D Society, a Studio City-based trade group promoting the format, said all the Hollywood studios are going through their catalogues to find films that lend themselves to being converted into 3-D. And he figures that even a limited run would likely make back the investment of converting “Oz.” Chabin estimated the conversion process can cost between $50,000 and $200,000 a minute depending on the special effects involved. “’Oz’ is more basic because it is not special effects driven by our standards,” he said. In addition to the theatrical re-release, Blu-ray 3-D, standard Blu-ray and DVD versions of “Oz” become available on Oct. 1 in sets featuring a documentary and other extras. Jeff Baker, executive vice president and general manager, theatrical catalog, at Warner Bros. Home Entertainment, said “Oz” has grown from a classic to a treasured icon. “‘The Wizard of Oz’ is such a timeless brand, one for all ages and all generations,” he said, in a prepared statement. – Mark R. Madler
It’s Hello, Yellow Brick Road
