Imax: The audience proves to us that cinema is not dead

Imax has reported a surge in demand for its large-format cinema experiences following the release of Christopher Nolan’s epic film The Odyssey. The movie, which premiered in mid-July, has sparked what the company describes as “cinematic tourism,” with audiences traveling long distances to see it in its highest quality format. This phenomenon is particularly notable in cities equipped with 70-millimeter projection technology, a rare and highly sought-after feature. Only 41 of nearly 1,900 Imax theaters worldwide offer this analog format, and none are located in Germany. The impact of The Odyssey has been especially pronounced in locations such as Montpellier, France, and Melbourne, Australia. According to Giovanni Dolci, Imax’s chief commercial officer, a study revealed that ticket reservations in Montpellier increased by over 30 percent since the film's release. Melbourne, home to the sole 70-millimeter Imax theater in the Asia-Pacific region, saw a similar influx of visitors, many of whom traveled from countries including Japan and South Korea specifically to experience the film in this format. Globally, The Odyssey has grossed more than $1.3 billion at the box office, making it one of the year’s most successful films. Of this total, approximately $350 million, or 26 percent, came from Imax venues, a notably high share. In both international markets and within Germany, the film has become Imax’s most successful offering to date. Dolci described these figures as “absolute madness,” noting that he has received an unprecedented number of calls from theater operators asking whether they could convert their screens to Imax format. Many viewers have expressed a clear preference for Imax screenings, stating they would rather travel long distances to avoid missing out on the experience. Germany, in particular, has drawn attention from Imax executives. Dolci emphasized that the country represents a key growth opportunity for the company. While Imax currently operates 16 theaters in Germany, including one in Leonberg near Stuttgart featuring the world’s largest Imax screen, the company believes there is substantial room for expansion. He estimates that the market could support up to 80 Imax locations, roughly four to five times the current number. “Germany is especially interesting for us because we finally see real potential for meaningful growth,” Dolci stated. The expansion process had historically been slow, both in Germany and elsewhere, until a critical mass of theaters was reached. At this point, a self-reinforcing cycle of increasing relevance and growing demand began to take shape. “The more relevant we become, the greater the demand.” In addition to expanding its physical presence, Imax is actively promoting German-made films through its platform. Last year, The Canoe of Manitu, directed by Bully Herbig, became the first German film shown in Imax format. A second local production, The Perfect Vacation by Bora Dagtekin, is set to open in Imax theaters starting October 22. These efforts reflect Imax’s broader strategy to integrate regional content into its global offerings. The Odyssey marks a milestone for Imax as the first film entirely shot using Imax cameras. Until now, this level of production had not been achieved, setting a new standard for cinematic quality. The success of the film underscores the continued appeal of large-format cinema, even amid shifting viewing habits. As demand continues to rise, Imax is poised to expand further, bringing its signature immersive experience to more audiences around the world.