The Next Big Thing

It's an image that's been honed over Imax's 40-year existence and only recently brought to the masses through the DMR process. The air and space center has shown every DMR feature since "Apollo 13" in '02, and sold out nine of its 12 "Charlie" shows last weekend.

"We thought this would be something for our evening audiences and would help offset the cost of our educational programs," says Kim Hinson, deputy director of the center. "It also gets people into the center because they buy combo exhibit tickets."

Outside the theater doors, a half-hour before "Charlie" starts, the line stretches the length of the center. A large reproduction of a Wonka Bar is fastened to the wall. The poster, with Johnny Depp and top hat, reminds everyone that "IMAX IS THE GOLDEN TICKET." Theaters usually charge a 30 percent premium on admission prices; you might pay up to $15 at an Imax-operated theater but $9.90 at an institutional venue like the Virginia Air & Space Center.

"If it pleases the grandchildren, it's always worth it," says Jim McCulloch of Williamsburg, who waited in line with his wife, Linda, and their grandchildren, Kaitlyn and Kellison Hering, who were visiting from Houston. Had they seen an Imax film before?

"Yes," they all answer.

Which one?

"Something about rockets," Jim says.

"Something about sharks," says Kellison, 14.

Have they seen a Hollywood film in Imax?

"We tried at Christmas, but we couldn't get in," Linda says. She's referring to "The Polar Express."

The theater opens and all the 283 seats fill up. The lights dim and a promotional video for downtown Hampton plays on a grainy mini-projection that is dwarfed by the gigantic, curved Imax screen.

Then the preview title from the Motion Picture Association of America pops onto the screen, filling it, casting a bright, expansive green glow on the audience. Everyone gasps -- and the preview for "Harry Potter" hasn't even started.