The FOMO of not seeing The Odyssey in 70 mm IMAX

Key Points:

• Universal and IMAX extended 70 mm IMAX screenings of Christopher Nolan's film The Odyssey through mid-September, with many showings selling out quickly, especially in New York City where fans waited in long lines due to app crashes.
• The high demand reflects a cultural trend where scarcity and exclusivity serve as powerful social currencies, motivating audiences to seek unique, premium experiences like watching a film in its intended 70 mm IMAX format.
• Experts highlight that post-pandemic, moviegoers prioritize theatrical experiences that justify leaving home, with The Odyssey offering a rare, immersive event that fans are willing to pay extra for and share socially.
• Marketing scholars explain this phenomenon using signal theory, where owning or experiencing rare items or events conveys social status, amplified by social media visibility and the dopamine-driven anticipation of obtaining limited-access experiences.
• The Odyssey’s limited 70 mm IMAX availability sustains its social value, as fans derive satisfaction not only from viewing the film but also from the exclusivity and effort involved in securing tickets, paralleling trends seen in other exclusive consumer experiences.