After the release of Christopher Nolan's new film "The Odyssey," IMAX screenings sold out quickly, with even late-night shows packed to capacity. The film's box office performance is prompting Hollywood to re-evaluate whether audiences are still willing to pay higher prices for a theatrical experience in the era of streaming services.
IMAX opening day sets new record
According to Fortune, *Odyssey* had one of the strongest opening weekends in IMAX history. It grossed $52 million worldwide in IMAX, accounting for approximately 20% of the film's global opening weekend. This is also Nolan's best opening weekend performance in IMAX.
The film also led to a complete sell-out of all IMAX 70mm screenings. IMAX stated that demand for this projection format exceeded the company's expectations. Currently, only about 40 theaters worldwide have true IMAX 70mm projection capabilities, but those screenings sold out quickly after tickets went on sale.
The 70mm version drives demand due to scarcity.
This surge in popularity is directly related to the film's production methods. *The Odyssey* is the first feature film shot entirely with IMAX cameras. To achieve synchronized shooting of dialogue and action scenes, the production team also used specialized noise reduction equipment.
This technological advantage has led many moviegoers to view the IMAX 70mm version as the "most complete" way to watch a movie, amplifying the appeal of limited screenings. In addition to movie tickets, IMAX-related merchandise also sold out, indicating that high-end movie-watching demand has spilled over into derivative consumption.
- IMAX global opening weekend box office: $52 million
- Percentage of the film's global opening weekend box office: Approximately 20%
- Cinemas capable of projecting IMAX 70mm: Approximately 40
Box office recovery leads to changes in industry assessments
Paul Dergarabedian, head of market trends at Rentrak, said that this opening weekend not only reflects the popularity of individual films, but also shows that audiences will still go to the cinema for "event-driven" movie experiences.
Data shows that the US domestic box office has increased by 10.3% year-to-date, exceeding $5.4 billion, and surpassing the $5 billion mark 15 days earlier than in 2025. After one weekend of release, "Odyssey" had already grossed $263 million worldwide, essentially covering its $250 million production cost.
Industry insiders believe this contradicts the assessment that "cinemas will be weakened by streaming media in the long term" after the pandemic. On the contrary, when a film possesses sufficient scarcity and immersion, audiences are still willing to pay a premium for an offline experience.
Streaming has not diminished IMAX
IMAX states that streaming has not weakened its business; on the contrary, it has enhanced the value of premium cinemas. This is because audiences can now more easily watch new films at home, so whether or not to go out to see a movie increasingly depends on whether cinemas can provide an experience that cannot be replaced by a home setting.
Consumer psychology researchers share a similar view. They believe that audiences pay higher ticket prices not just for a larger screen or louder sound effects, but for stronger sensory engagement and deeper memorability.
This means that the future focus of competition in the cinema industry may no longer be just "whether or not you can see a movie," but rather "whether or not it's worth going to the cinema to see it." The performance of "Odyssey" provides a more direct box office example for this judgment.
