‘The Odyssey’ Boosts IMAX and Theater Chains Take Notice

Hollywood’s most significant theatrical comeback this year extends beyond box office figures. It’s about format, and few companies have reaped the rewards of this shift like IMAX, whose premium screens have become the go-to choice for one of 2026’s landmark releases.

That release is Christopher Nolan’s ‘The Odyssey,’ the first feature film shot entirely on IMAX cameras. Its box office success has not only bolstered IMAX’s quarterly earnings but is also actively transforming how the company collaborates with theater chains globally.

During the Goldman Sachs Communacopia + Technology Conference, IMAX CFO Natasha Fernandes highlighted the leverage the film has provided in ongoing negotiations. “I’m sure they’ve taken note of how ‘The Odyssey’ was released, and how Nolan graciously leaned into IMAX,” Fernandes stated, emphasizing the film’s success as a proof of concept for exhibitors contemplating expanding their own IMAX offerings.

The film’s success has been remarkable, grossing $1.6 billion in theaters worldwide. Fernandes characterized it not just as a box office triumph but as a “proof point about our business and about the future of our business.” This perspective has directly influenced new deal discussions with international exhibitors.

“There are many deals coming into play right now, like opportunities for second screens or higher capacity,” Fernandes shared with investors, indicating that expanded theater partnerships are one of the most evident ripple effects of the film’s performance. This marks a significant change for a company that has spent years persuading theater operators that premium large-format screens are a worthy investment.

IMAX’s chief marketing officer Anne Globe echoed that momentum while discussing the company’s upcoming projects. She pointed out that ‘Dune: Part Three,’ also set for IMAX 70mm theaters, has already seen a boost in early ticket sales four months ahead of its broader theatrical release, mirroring the trends seen with both ‘The Odyssey’ and ‘Spider-Man: Brand New Day.’

“We’re witnessing brand growth and our fan base expanding, with audiences increasingly seeking premium formats instead of settling for standard screenings,” Globe remarked during the investors conference.

This growing brand strength comes at a particularly intriguing time for IMAX. The company saw its share price rise in May 2026 amid Wall Street speculation regarding a potential sale, with reports of early-stage discussions involving possible buyers. Fernandes addressed this speculation directly, asserting that IMAX’s unique position in the industry makes it difficult to replace.

“We occupy a unique position in the entertainment industry,” Fernandes stated. “We’re connected with filmmakers and studios, and we have a global reach. So I think we’re definitely a highly valued asset.”

This value has been reflected in IMAX’s broader momentum this year. The company reported a record-setting opening weekend for ‘The Odyssey,’ generating $52 million globally, which accounted for approximately 20 percent of the film’s total worldwide debut, despite being shown on less than one percent of total screens. Demand has remained robust enough for IMAX to extend the film’s run at 39 of its 70mm locations throughout September.

With ‘Dune: Part Three’ already poised to benefit from this same halo effect ahead of its December release, IMAX seems to be fully embracing a strategy centered around filmmaker loyalty and premium format exclusivity, which is evidently yielding positive results with both studios and theater chains alike.

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