AI Generated Image
How Imax makes money from movie theaters it doesn’t own
CNBC • • business
Key Points:
- Christopher Nolan's "The Odyssey," the first film shot entirely on Imax 70mm, drove unprecedented demand for Imax screenings, contributing to July becoming the highest-grossing month in Imax's history with $257 million globally.
- The film grossed $289 million worldwide in under a month, making it the biggest Imax release ever, reflecting growing audience enthusiasm for premium large-format experiences.
- Imax operates primarily through licensing its technology and brand to theaters, earning revenue from content solutions (12.5% of Imax box office) and technology sales or leases, without owning most theaters.
- The limited number of Imax 70mm screens (only 41 worldwide) creates a luxury, high-demand experience with premium ticket pricing around $27.77, which audiences are willing to pay for superior immersion.
- Despite competition from Dolby Cinema and Regal RPX, Imax maintains strong brand loyalty and is viewed as offering the best immersive movie experience, with future high-profile releases like "Dune: Part Three" anticipated to continue driving demand.
