General views of the TCL Chinese Theater during the opening weekend of Christopher Nolan’s film, “The Odyssey” in Imax on July 18, 2026, in Hollywood, California.
AaronP | Bauer-Griffin | Gc Images | Getty Images
So that Mike Rohlfing could see “The Odyssey” In theaters this week, the 39-year-old marketer embarked on his own hero’s journey.
Rohlfing, with his wife and three children, traveled about 900 miles round trip by minivan from their home in St. Louis, Missouri, to Grand Rapids, Michigan. Their destination: One of the selected cinemas offering Imax 70 millimeters screenings for the director Christopher Nolanthe adaptation of the epic poem.
“It’s an incredible format,” Rohlfing told CNBC. “It was definitely worth it for me to travel such a long distance.”
Rohlfing is not the only one to experience Universal film in this style which is difficult to find.
Renowned actors like Zendaya And Anne Hathaway may be on the cast list, but the standout performance comes from the large-scale analog viewing experience enjoyed by Nolan and his fans. Exclusive data shared with CNBC shows how the film has boosted interest in more expensive 70mm Imax screenings.
It is one of a class of premium screening types known as “high-end large formats”, or PLF. An adult 70mm Imax ticket for opening weekend cost the typical attendee $27.77, according to EntTelligence. This is 81% more expensive than the average entry cost for all formats combined.
“The Imax 70-millimeter film has become one of the most popular films in the world,” Imax CEO Richard Gelfond said Thursday in a conference call with analysts. “Fans travel across countries, even continents, to experience ‘The Odyssey’ and Imax 70 millimeters.”
Mike Rohlfing in the projection room of an Imax 70mm theater in Michigan.
Courtesy of Mike Rohlfing
A “historic” requestDuring the opening weekend, Gelfond reported that the average screen equipped for 70mm brought in a “massive” $153,000 at the box office. Imax 70mm screenings of “The Odyssey” will run for months, Gelfond said.
But Imax cannot quickly increase the number of screenings to meet the renewed interest. Indeed, only a small portion of the total Imax theaters are large enough and equipped with the expensive machines needed to project the gigantic rolls of 70mm film. Imax lists 25 theaters in the United States and 16 more internationally with its 70mm presentations of “The Odyssey.”
“We could have more and we’re looking at ways to do that, but in a way it’s like a Rolls-Royce,” Gelfond said of the 70mm Imax auditoriums. “There are a limited number of locations that can actually support the economy of it.”
Additionally, Nolan’s film is the first feature film shot entirely on Imax 70mm cameras. Other directors have used this format for smaller, often action-packed scenes within more conventionally filmed feature films.
Even with limited screens, Cinemamark told CNBC that demand for its 70mm Imax screenings in states like Colorado and Texas is “exceptionally strong.” Regal said the nearly three-hour picture became the channel’s top 70mm Imax film.
The Indiana State Museum’s 70mm Imax Theater – the only movie theater to operate this format in the Hoosier State – added an additional week-long showing in August due to “historic” demand.
More than half of the audience during the first few days of showings traveled at least 50 miles, according to Indiana Theater Director Neale Johantgen. His team has welcomed visitors from more than 20 states and fielded requests from moviegoers trying to get tickets in places as far away as Switzerland.
“Demand has never been higher,” Johantgen said. “It’s great.”
The Regal Irvine Spectrum reopened with a new high-tech look, including dramatic lighting of the hallway leading to the Imax Theater on September 17, 2020 in Irvine, California.
Gina Ferazzi | Los Angeles Times | Getty Images
The ‘crème de la crème’Given the limited availability, getting a 70mm Imax ticket has become a battle in itself. Cinemas organize screenings 24 hours a day, but even early morning screenings are sold out. Some theaters put Imax 70mm tickets on sale a year in advance.
Morgan Bernados was unable to wait in line for his local theater in the San Francisco Bay Area when a batch of seats fell through a few months ago. After the 27-year-old nonprofit worker turned her attention to a 70mm Imax screen about 90 minutes away, she was able to purchase tickets for a Monday evening screening.
“It was like buying concert tickets,” said Bernados, who compared the process to the frenzy around Taylor SwiftIt is Tour of the eras. “There’s definitely an element of ‘FOMO’.”
Ashton Jones was only able to get seats at a 3 a.m. screening for the only 70mm Imax theater in his home state of Georgia. The 26-year-old IT administrator drank a Red Bull energy drink halfway through the film to stay alert. After the closing credits rolled and Jones made the roughly hour-long drive home, it was almost time to clock in for his work day.
“It was fun,” Jones said. “But I was sore the next day.”
Imax shares outperformed its peers last year, as investors saw the company’s premium offerings as a key factor in attracting consumers to see movies in theaters. Wall Street expects more upside to come: Most analysts have a buy rating and the average price target suggests shares can add another 12% over the next year, according to LSEG.
Imax beat analysts’ expectations by reporting second-quarter results on Thursday, leading to one of the title’s biggest single sessions gains in recent history. The Canada-based company also reported a year-over-year increase in sign-ups and installs within its network.
“They really create an experience that you can’t replicate at home,” said Steve Frankel, senior research analyst at Rosenblatt Securities, a Wall Street firm. “The 70 millimeter experience is truly the cream of the crop.”
Stock chart iconStock chart icon
Imax over the last 5 years
How the 70mm Imax made the buzzNolan and the film’s stars encouraged viewers to see the blockbuster in 70mm Imax. But box office trackers also credit social media users and young moviegoers with playing a leading role in creating buzz around this type of screening of “The Odyssey.”
The volume of social media and news conversations around the 70mm Imax format roughly doubled in the five days beginning July 17, according to Meltwater data analyzed exclusively for CNBC. The general sentiment around the topic has become increasingly positive during this period, the monitoring company said.
From left to right: Director Christopher Nolan with cinematographer Hoyte van Hoytema, ASC on the set of his film THE ODYSSEY, written, produced and directed by Christopher Nolan.
Courtesy: Melinda Sue Gordon | Universal Studios
Relative Google Search volume for “Imax 70mm” is expected to set new records this month, according to company data. It last reached new heights around Nolan’s release of “Oppenheimer”, the Oscar for best film, in the summer of 2023.
Imax 70mm “really caught the attention of more than just movie fans,” said Shawn Robbins, founder of Box Office Theory and director of analytics at Fandango, who added that it began “to spread into the pop culture lexicon.”
Robbins said he expects “The Odyssey” to return to 70mm Imax theaters during slower periods of the fall release schedule. He said the enthusiasm could spark interest in upcoming films presented in the same format as Discovery of Warner Bros.It is “Dune: Part Three” should be released in December.
Decision timeFor consumers like Alexandria Kinsey, comparing viewing formats for “The Odyssey” resulted in an education in theatrical jargon. The Washington-area resident said she uses TikTok to research the difference between projection types with names like “XL” and “Dolby Cinema.” Viewings advertised as simply “Imax” or “70mm” are different from the true Imax 70mm experience, she discovered.
“I was like, ‘What does all this mean?’” Kinsey said. “It’s overwhelming.”
Kinsey ultimately opted for a Dolby Cinema screening, but hopes to see the film again in Imax later. While Kinsey said events such as concerts seemed increasingly expensive in the post-pandemic context “funflation” phenomenon, the 28-year-old found premium format films to be an affordable luxury that fit her budget.
Matt Damon plays Ulysses in Christopher Nolan’s “The Odyssey”.
Universal
Rohlfing, the St. Louis-based marketer, has become a disciple of the Imax 70mm among friends and on social media.
When packing the car, Rohlfing made sure there was room for the special collectible Imax popcorn bucket released in conjunction with “The Odyssey.” Imax said it has sold more than 10,000 stands, with a few drops of the item selling out within minutes.
Rohlfing made a habit of warning his friends to ensure that the project’s film was shown in Imax. If theaters use digital rather than analog, Rohlfing said audiences are left with an experience he jokingly describes as “max-lie.”
“I’m known for being an Imax purist,” Rohlfing said.
Disclosure: Versant Media is the parent company of CNBC and Fandango.
