IMAX 70mm Format Remains Scarce Despite “The Odyssey” Box-Office Surge

IMAX CEO Rich Gelfond explained that the cost structure of 70mm IMAX makes large-scale rollout unfeasible. Each projector costs roughly $50,000, and theaters must also acquire heavy film prints and install specialized equipment such as forklifts and oversized projection booths. Gelfond said the model works only in venues that can sustain long-run engagements, because “the numbers just wouldn’t work” for short-term releases. While IMAX is “exploring ways” to add locations, the company stresses that only a finite number of sites can meet the financial thresholds.

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Christopher Nolan’s “The Odyssey” opened to more than $260 million worldwide, with premium formats representing 53 % of domestic earnings. Forty-one U.S. theaters screened the film in 70mm IMAX, generating a per-theater average exceeding $100 000. Showings are sold out through August and September, underscoring strong audience demand. Nevertheless, the format remains confined to roughly 40 locations nationwide, primarily in major metropolitan areas.

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The profitability of “The Odyssey” has prompted a few independent venues—such as The Alex theater in Los Angeles—to upgrade to 70mm capability, but broader adoption appears unlikely without sustained, high-gross runs. Upcoming releases like “Dune: Part Three” and J.J. Abrams’ “The Great Beyond” will also debut in 70mm IMAX, yet the scarcity of suitable theaters will continue to limit audience reach. Analysts suggest that unless a film can maintain a multi-week box-office pull, the economics will deter further investment in the format.

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• “The economics are very difficult to meet,” — Imax CEO Rich Gelfond

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