A resurgence in cinema ticket sales is being partly fueled by a renewed interest in vintage film formats, with Christopher Nolan's "The Odyssey" leading the charge. Demand for showings in formats such as IMAX 70mm has surged, with tickets selling out months in advance and driving record attendance.
"The Odyssey" was shot entirely using IMAX cameras, and Nolan's preference for specific film formats has become a significant draw for cinephiles. Tickets for IMAX 70mm screenings of the film have been exceptionally difficult to obtain, even weeks after its release. In some instances, additional showtimes caused ticketing apps to crash due to overwhelming demand, with fans traveling long distances to secure seats.
The Alex Theatre in Glendale, a century-old venue, installed a new 70mm system to accommodate Nolan's film, marking its first new movie screening in 35 years. This trend indicates a growing audience appetite for premium cinematic experiences that extend beyond typical concessions.
Film directors such as Ryan Coogler, Christopher Nolan, and Boots Riley are credited with educating audiences about aspect ratios and different film formats, fostering an appreciation for the craft of filmmaking itself. This has led to a greater understanding and demand for older formats.
This year's Best Picture Oscar winner, "One Battle After Another," was filmed using the vintage VistaVision format. Upcoming films, including "Dune: Part Three," are also utilizing similar large-format cameras. Denis Villeneuve, for example, employed the IMAX Keighley cameras for parts of "Dune: Part Three."
Moviegoers are increasingly viewing premium formats as a way to experience films at their best, with some traveling hours to see movies in specific formats. This hunt for the optimal viewing experience has become a notable trend among film enthusiasts.
IMAX experienced its highest-grossing month ever in July, with "The Odyssey" contributing significantly. Approximately 12% of the total IMAX box office revenue that month came from 41 global IMAX 70mm locations. IMAX is already heavily booked into 2028, with a substantial number of major films scheduled.
Even as new films enter the market, like "Spider-Man: Brand New Day," which is now showing in IMAX after "The Odyssey's" exclusivity window closed, the demand for premium formats persists. Marvel is also engaging with this trend, with initiatives like "Infinity Vision" for upcoming "Avengers" films, aimed at certifying premium large format presentations. Ryan Coogler is set to film "Black Panther 3" entirely on larger format celluloid film, continuing the embrace of these cinematic techniques within major franchises.