# IMAX breaks records with Christopher Nolan's 'Odyssey' The film industry reevaluates demand for premium cinematic experiences. - **Source:** [Fortune | FORTUNE](https://brifing.si/source/769282ef-327a-4454-909a-3c7936216004) - **Published:** 2026-07-21 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/76bf4920-e314-4e74-865d-a636e864f3c8 ## Record-breaking opening Christopher Nolan's 'Odyssey' achieved the biggest opening weekend in IMAX history, grossing $52 million globally. The film is the first narrative feature ever shot entirely in 70mm IMAX format. ## Cinephiles' passion Tickets for the limited 70mm IMAX screenings (only 40 theaters worldwide) sold out a year in advance. Even 3 a.m. shows at New York's Lincoln Square IMAX were completely booked, with fans queuing for this unique experience. ## Technical revolution The film used specially engineered sound-dampening casings for IMAX cameras to capture both dialogue and action scenes. These $500,000 cameras have created what fans consider the only 'true' way to experience the film. ## Industry impact Paul Dergarabedian of Rentrak called this opening 'one of the most monumental weekends in moviegoing history.' Sold-out premium screenings send a strong message to the industry about audience preferences. ## Post-pandemic transformation Contrary to pandemic-era predictions about theaters' demise, demand for premium formats is growing. IMAX executives note audiences are willing to pay more for exceptional experiences. ## Emotional connection Consumer psychologists explain viewers pay premiums not just for bigger screens but for experiences that create stronger emotional bonds. IMAX's multisensory approach fulfills this deeper need. ## Lessons for the industry 'Odyssey's success demonstrates audiences value quality original content in premium formats. This achievement sets an important benchmark for future film production and distribution strategies. ## Sources covering this story - https://fortune.com/2026/07/21/imax-demand-christopher-nolan-the-odyssey-70mm/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._