{"id":3939,"date":"2026-07-22T06:10:44","date_gmt":"2026-07-22T06:10:44","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=3939"},"modified":"2026-07-22T06:10:44","modified_gmt":"2026-07-22T06:10:44","slug":"the-audience-is-telling-the-industry-something-even-imax-is-stunned-by-christopher-nolans-runaway-odyssey","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=3939","title":{"rendered":"\u2018The audience is telling the industry something\u2019: even IMAX is stunned by Christopher Nolan\u2019s runaway \u2018Odyssey\u2019"},"content":{"rendered":"
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Ford was far from the only one willing to pay for the experience, in a way that has Hollywood reexamining its prior assumptions. Only around 40 theaters worldwide can project true IMAX 70mm film, and tickets for Christopher Nolan\u2019s epic went on sale a full year before release, with even 3 a.m. showings at New York\u2019s Lincoln Square IMAX selling out completely.\u00a0<\/p>\n

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It was the biggest opening weekend in the company\u2019s history, generating $52 million globally and accounting for 20% of the film\u2019s worldwide opening weekend. IMAX also recorded its biggest opening ever for a Nolan film, and it sold out not only IMAX 70mm screenings worldwide, but also the collectible IMAX camera-shaped popcorn bucket.<\/p>\n

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\u201cThe demand for IMAX 70mm Film has exceeded even our expectations,\u201d an IMAX spokesperson told Fortune<\/em>. \u201cWe\u2019ve never seen demand for IMAX Film on this scale.\u201d The frenzy is partly mechanical: The Odyssey is the first narrative feature ever shot entirely on IMAX cameras, using specially engineered sound-dampening \u201cblimp\u201d casings so Nolan could shoot both dialogue and action in the format\u2014a technical first that has driven cinephiles to treat 70mm as the only \u201ctrue\u201d way to see the film. (Actors were only able to record a few minutes of dialogue at one time before the cameras, $500,000 apiece, reloaded.)<\/p>\n

IMAX said audiences have gone to extraordinary lengths to experience The Odyssey<\/em> in its premium format, arguing that when filmmakers create \u201ca truly extraordinary event,\u201d moviegoers will go out of their experience it in IMAX.\u00a0<\/p>\n

The frenzy spilled onto social media, where fans joked that \u201ctrying to see The Odyssey<\/em> in 70mm is harder than anything Odysseus went through.\u201c<\/p>\n

Paul Dergarabedian, head of Marketplace Trends at Rentrak and one of the industry\u2019s top box-office breakdown analysts, called the film\u2019s opening weekend \u201cone of the most monumental weekends in moviegoing history,\u201d arguing that packed theaters, sold-out premium screenings and concession lines reflected something bigger than ticket sales.<\/p>\n

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\u201cThe audience is telling the industry something,\u201d Dergarabedian told Fortune. <\/em>\u201cThe most powerful people in Hollywood are the moviegoers and they either vote by being there or not being there.\u201d<\/p>\n

That enthusiasm is translating into broader box-office gains. According to data from Rentrak, the domestic box office has climbed 10.3% year-over-year to more than $5.4 billion, reaching the $5 billion milestone by July 8\u2014a full 15 days earlier than when it hit that point in 2025. After one weekend in theaters, The Odyssey<\/em> has nearly cracked the top 10, with its $263 million worldwide haul already earning back its $250 million budget, potentially setting it up to become the year\u2019s third billion-dollar grosser, after Michael<\/em> and The Super Mario Galaxy Movie<\/em> (Toy Story 5<\/em> has fallen just shy so far.)\u00a0<\/p>\n

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Box-office analysts have been on tenterhooks for nearly half a decade as the billion-dollar blockbusters of the 2010s \u2014\u00a0many of them superhero movies and sequels \u2014\u00a0have been harder to recapture in this decade, with the notable exception of \u201cBarbenheimer,\u201d when the Barbie<\/em> movie (total box office: $1.5 billion) was released the same weekend as Christopher Nolan\u2019s last smash, the future best-picture winner Oppenheimer<\/em> ($976 million). The tide began turning earlier this summer with the surprise smashes from former YouTube sensations, Backrooms<\/em> ($384 million) and Obsession <\/em>($448 million).\u00a0<\/p>\n

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While premium formats still make up a relatively small share of overall ticket sales, Dergarabedian said they\u2019re becoming an increasingly important part of the business because audiences are willing to pay more for the premium experience.<\/p>\n

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That shift marks a dramatic departure from pandemic-era predictions that movie theaters would permanently lose their place in the entertainment ecosystem. It\u2019s another brick in the emerging theory that something has changed in the economy, and the streaming and AI ages are giving way to a resurgence in monocultural events. Executives for Kalshi told Fortune<\/em> earlier this month that the prediction market\u2019s up-to-the-minute data on consumer sentiment shows live events are surging in popularity, with the World Cup in particular outpacing all expectations.\u00a0<\/p>\n

Consumer psychologists say that value has less to do with the screen itself than with the experience it creates.<\/p>\n

Jorge Barraza, chief science officer at Immersion Neuroscience and a consumer psychologist who studies emotional engagement and immersive experiences, said consumers aren\u2019t paying more simply for bigger screens or louder speakers. They\u2019re paying for experiences that capture their attention, engage more of their senses and create stronger memories.\u00a0<\/p>\n

What consumers often describe as \u201cbetter sound\u201d or a \u201cbigger screen,\u201d Barraza said, is often a shorthand for something deeper.\u00a0<\/p>\n

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\u201cWhen these experiences are immersive, they\u2019re a lot richer in a sensory way,\u201d Barraza told Fortune. <\/em>\u201cThey\u2019re likely to generate stronger memories and connect with us more.\u201d<\/p>\n

The more senses an experience engages, the more quickly people become emotionally invested. Features like IMAX\u2019s larger screen and immersive sound, Barraza said, create a richer sensory experience than watching the same movie at home.\u00a0<\/p>\n

The same shift has reshaped IMAX\u2019s business. While streaming has made entertainment more accessible than ever, the company said it has strengthened demand for premium theatrical experiences rather than weakened it.<\/p>\n

\u201cStreaming hasn\u2019t weakened our business\u2014it has strengthened our value proposition,\u201d an IMAX spokesperson told Fortune<\/em>. \u201cAudiences are increasingly looking for the best possible experience when they\u2019re leaving their homes, and that\u2019s exactly where IMAX wins.\u201d<\/p>\n

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Before streaming, seeing a new release often meant going to the theater. Today, audiences know they\u2019ll likely be able to watch the same film at home within weeks, making the decision less about access and more about whether the experience itself is worth paying for.<\/p>\n

\u201cIt becomes, what is that decision process in terms of me experiencing it through home digital versus going to the movies?\u201d Barraza said. \u201cPeople will pay these premiums when these experiences are immersive.\u201d<\/p>\n

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Ford\u2019s experience mirrored that psychology.\u00a0<\/p>\n

\u201cThe sound was actually one of the things that added to it the most,\u201d Ford told Fortune<\/em> after seeing it in both formats. \u201cIt was just something that you can\u2019t really get anywhere else.\u201d\u00a0<\/p>\n

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A regular moviegoer, Ford started posting reviews on Reddit in early 2025 after realizing there was little information about which films were actually worth seeing in premium motion-seat format. He now reviews virtually every major 4DX release, giving audiences a consistent point of comparison before spending extra money.<\/p>\n

\u201cI think the big thing that\u2019s valuable about my reviews for a lot of people is just having one person go see everything,\u201d Ford said. \u201cThat\u2019s the consistency of having the same reviewer go and see it.\u201d\u00a0<\/p>\n

When The Odyssey <\/em>opened, Ford bought tickets for both IMAX and 4DX. Before the screenings, he checked the seating charts out of curiosity.\u00a0<\/p>\n

The IMAX auditorium was completely sold out. The 4DX showing had fewer than 20 people.<\/p>\n

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For Ford, The Odyssey<\/em> was one of those rare experiences worth paying more for.<\/p>\n

\u201cI might even go see The Odyssey <\/em>again in IMAX before they remove it,\u201d Ford said. <\/em>\u201cIt was just a spectacle\u2014a very genuine cinematic experience.\u201d<\/p>\n

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Demand for Christopher Nolan’s The Odyssey has exceeded even IMAX’s expectations, highlighting the growing appeal of premium moviegoing.<\/p>\n","protected":false},"author":1,"featured_media":3938,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[116],"tags":[],"class_list":["post-3939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-movies"],"yoast_head":"\n\u2018The audience is telling the industry something\u2019: even IMAX is stunned by Christopher Nolan\u2019s runaway \u2018Odyssey\u2019 - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=3939\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018The audience is telling the industry something\u2019: even IMAX is stunned by Christopher Nolan\u2019s runaway \u2018Odyssey\u2019 - 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