‘Dune: Part Three’ Reveals Stunning New Art as Dolby Cinema Prepares for Release

Avatar photoRobert Milaković
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Warner Bros. has been strategic in its marketing approach for Denis Villeneuve’s concluding film in the ‘Dune’ saga. Each release of footage, character art, and ticket sales has been meticulously planned to create anticipation, emphasizing the idea that this is an experience best enjoyed on the largest screens available. This strategy has positioned ‘Dune: Part Three’ as a premium-format event even before audiences have seen a complete scene.

The marketing campaign has unfolded in several phases. In March, character posters showcased an older, more hardened Paul Atreides, reflecting his reign. A trailer released in July was paired with a poster featuring Paul and Chani in a dramatic standoff. Throughout, the studio has promoted the tagline ‘The Epic Conclusion,’ despite Villeneuve stating he does not view the film as merely the end of a trilogy.

The latest promotional material introduces a new collaboration. Warner Bros. has unveiled a fresh look for the film in partnership with Dolby Cinema, featuring a poster that invites viewers to experience the epic conclusion at Dolby Cinema ahead of the film’s release on December 18.

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Via Warner Bros.

The poster features a powerful image of a solitary figure (Chalamet) seated on a green, angular throne at the top of a grand staircase beneath a golden dome, flanked by robed guards, while a crowd of hooded figures gathers below. This composition aligns with the film’s central themes.

The film adapts Frank Herbert’s ‘Dune Messiah’ and is set nearly two decades after Paul takes control of the Imperium, portraying him as a ruthless Emperor grappling with the repercussions of his rule. The throne imagery emphasizes his status and echoes a recurring theme in the marketing about the weight of power.

Dolby Cinema offers a premium large format experience that combines Dolby Vision picture quality and Dolby Atmos sound with a unique auditorium design. It became part of the ‘Dune: Part Three’ campaign in August, coinciding with a new round of presales that included IMAX 70mm tickets and, for the first time, Dolby Cinema screenings. This phase also introduced Insider screenings, with the studio continuously adding dates across various formats.

Warner Bros. aims to provide audiences with multiple viewing options. IMAX will be the primary format, with the film maintaining exclusivity on those screens for three weeks, while Dolby Cinema offers another high-quality choice, particularly in areas where IMAX 70mm is not available.

The film has been crafted with large screens in mind. Villeneuve primarily shot on 65mm film stock, with certain sequences filmed on 15/70mm IMAX film and desert scenes captured in IMAX Digital. This approach ensures a project designed for premium presentation across various formats.

The competition for premium formats has become part of the narrative. Disney launched its own certification program, Infinity Vision, in April to help ‘Avengers: Doomsday’ vie for premium-screen revenue while ‘Dune’ dominates the IMAX space. With both films set to open on December 18, the battle for large screens has evolved into a branding contest.

The studio is also expanding its campaign beyond theaters. A new attraction, ‘Dune: The Experience,’ will open on November 20 in downtown Los Angeles and run through December 20, featuring giant sandworms, authentic props, and the opportunity to sit on Paul Atreides’ throne. This aligns perfectly with the poster’s throne imagery.

The film boasts an impressive cast, including Timothée Chalamet as Paul, Zendaya as Chani, Jason Momoa, Florence Pugh as Irulan, Rebecca Ferguson, Anya Taylor-Joy as Alia, Robert Pattinson as Scytale, and Javier Bardem, along with newcomers Nakoa-Wolf Momoa and Ida Brooke. It will premiere in North America on December 18, with an international rollout starting on December 16.

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