Spider Man and The Odyssey IMAX release reportedly building momentum after strong weekend at the box office. With a busy theatrical season, theatregoers are interested, premium formats are in demand and positive word-of-mouth could pave the way for more screenings of both projects.
That IMAX screening of Spider-Man and The Odyssey is a reminder that premium screens still matter. Audiences are more inclined to pay a premium for large-scale action, elaborate cinematography or an experience specifically designed for IMAX.
Weekend wins drive audience interest
A strong opening or promo weekend can do wonders for a movie’s life in theatres.
If the premium showings do well, theatre owners can add more showtimes, move the film to bigger venues, or add late-night showings. Good attendance can also help with word of mouth as people talk about the picture quality, sound and overall scale.
But the real strength of the reported performance still has to be measured by confirmed ticket sales and official box office numbers.
Spider-Man Still a Top Box-Office Draw
Spider-Man continues to be one of the most recognisable characters in entertainment.
Whether it’s a new film, a re-release or a special presentation, the franchise is able to draw long time fans and younger audiences into an IMAX event. The large format screens could add to the feeling of being in the city, the web-slinging sequences, and the action sequences.
But a strong reaction would also show that audiences are still interested in rewatching familiar superhero films when theatres can offer better presentation or exclusive material.
Odyssey Works in Imax
The Odyssey should be a very different kind of movie experience.
Homer’s epic journey provides stories of vast landscapes, dangerous seas, great battles, monstrous perils, heavy emotion and character scenes. These elements lend themselves well to the IMAX screen scale.
If a production is shot on IMAX cameras or in a special format, the picture shown may be larger than in regular cinemas. That visual advantage could be one of the film’s biggest marketing tools.
Premium Screens Drive More Revenue
Premium formats are a good deal for the studios and the theatre chains because the normal movie tickets are more expensive than the IMAX tickets.
IMAX also does well at the box office when total attendance is low, which helps raise average ticket price and boost weekend revenue. Premium screenings might also attract movie fans who like reserved seating, bigger screens and loud sound.
Studios frequently push the availability of IMAX hard when they feel the visuals of a film justify the extra cost.
Few screens mean competition
The main problem is that there are not many IMAX screens in cinemas.
When a glut of big movies is released at the same time, studios are fighting for screen time. A big hit could keep the costly screens, and another film could get fewer sessions than anticipated.
Pre-bookings, weekend attendance, audience demand and deals with distributors are all factors theatres consider in how to divide up the available screens.
Social Media Reactions Keep Momentum Going
Good audience response can help an IMAX release build off opening weekend
Some viewers might comment on certain scenes, sound quality, larger framing, or the value of seeing the film on a larger screen. These comments can influence people to go to IMAX instead of waiting for it to be streamed.
But the love on-line doesn’t always translate into wider audience behaviour. But viral posts still aren’t as reliable as official ticket data.
Sources
- IMAX Corporation – Official Box Office & Theatre Information for Premium Formats.
- Confirmed – Spider-Man release and distribution news from Sony Pictures.
- The Odyssey – Official Universal Pictures site.
- Box Office Mojo – Tracking theatrical release & earnings.
- Variety – news from the film industry and reviews of theatrical performances.
