They are pushing IMAX 3D really hard.
Personally I don't really like 3D since it is usually either really poorly done (I never saw Avatar in 3D BTW), I can't really see the effect and/or it just gives me a headache.
The 3D preview was nice, especially for a post effects job, but IMAX already cost too much, and then you throw the 3D tax ontop of that and no thank you. I'll stick to my Matinee routine.
But please Marvel & Gunn, chase that IMAX 3D BO Gross boost. It looks really good on paper.
I was also just reading a movie article yesterday that was talking about how no movie this year has had a 3peat in the #1 spot. The Lego Movie almost had it, but was barely edged out.
They say that, as far as summer movies go, GotG* may be the only one to make it happen, if it can beat out TMNT** in week 2, cause all it has to beat in week 3 is Expendables 3, and that shouldn't be too hard. It also helps that GotG has secured IMAX 3D screens for the first 2-3 weeks (which would be why I assume they are pushing IMAX so damn hard) with an option for an additional 3rd/4th week.
Gotta make that BIG money in the 1st 2 weeks and then let WoM carry it through the rest of it's run.
*GotG is projected to open at $70-$80 Million Opening weekend and possibly rising
**TMNT is projected to open at <$50M last I saw.... I guess the buzz on this isn't too hot.