The battle for premium large-format screens is intensifying as two blockbusters compete for the same IMAX auditoriums across North America this summer.
Sony’s Spider-Man: Brand New Day was initially shut out of IMAX screens during its opening weekend due to Christopher Nolan’s The Odyssey occupying virtually every available auditorium.
The Odyssey’s dominance stems from Nolan’s close relationship with IMAX and the film’s historic use of IMAX 70mm cameras throughout production.
Spider-Man: Brand New Day proved impossible to ignore after the superhero adventure launched to a staggering $927 million globally in its opening frame.
The film earned $355 million domestically and $572 million internationally, a performance that forced IMAX to reconsider its exclusive arrangement with Nolan’s epic.
IMAX announced it would split its North American screens between The Odyssey and the Sony superhero feature, with Spider-Man: Brand New Day playing select digital locations from August 6.
Nolan’s tentpole continues to hold all 41 IMAX 70mm film locations worldwide, while the two films share digital IMAX screens across select North American venues.
IMAX confirmed The Odyssey will play across its network through “at least” September 17, signaling continued confidence in the film’s sustained audience demand.
The Odyssey has already generated $221 million at the global IMAX box office, a haul that helped make July the highest-grossing month in IMAX history.
IMAX noted The Odyssey is the only film to have driven “multiple $40 million-plus weekends” in its global box office, distinguishing it from typically front-loaded releases.
Premium large format is the fastest-growing slice of the overall box office, with IMAX holding the most recognizable brand in the theatrical exhibition business today.
Christopher Nolan’s film demonstrated that audiences will pay a premium price for an experience simply unavailable at home, with half its opening weekend audience choosing PLF options.
Beyond IMAX, competing premium formats are carving out their own loyal audiences by offering distinct sensory experiences at higher ticket prices.
ScreenX provides a 270-degree viewing perspective using footage specifically created for the format, surrounding moviegoers in imagery that extends beyond the traditional screen.
For the most physically immersive option, 4DX features moving seats, environmental effects, and even scent elements, delivering something closer to a theme park attraction than a standard cinema visit.
Dolby Cinema and HDR by Barco round out the premium landscape by delivering enhanced dynamic range, superior audio systems, and upgraded seating compared to standard auditoriums.
The convergence of Spider-Man: Brand New Day and The Odyssey on the same premium screens underscores just how fiercely studios now compete for the finite supply of high-end theatrical real estate.
