‘Spider-Man: Brand New Day’ Breaks Box Office Records Without IMAX

Box office records often fall in predictable patterns, with superhero sequels and legacy franchises vying for the top positions. However, it’s a rare occurrence to witness a film shatter records while being excluded from one of the industry’s most valuable assets.

This is precisely the case with ‘Spider-Man: Brand New Day’ as it swings into theaters. Sony and Marvel’s latest webslinging adventure has generated significant buzz in recent weeks, and the numbers from Thursday night indicate that the excitement was well-founded.

The film’s preview screenings amassed over $50 million domestically, according to reports, surpassing the $50 million preview earnings of ‘Spider-Man: No Way Home’ from 2021. Some sources even suggest the actual figure could be closer to $70 million or more, potentially placing ‘Brand New Day’ in contention for the $60 million all-time preview record set by ‘Avengers: Endgame’ in 2019.

For context, the ‘Endgame’ benchmark has remained the gold standard for opening-night excitement, previously surpassed only by ‘Star Wars: The Force Awakens’ at $57 million. If Thursday’s final figures align with the higher estimates, ‘Brand New Day’ would be making a significant claim to the top of that list.

What makes this achievement even more impressive is the format in which it occurred. ‘Brand New Day’ is showing in zero IMAX screens domestically, as Christopher Nolan’s ‘The Odyssey’ secured a multi-week IMAX exclusivity agreement, reserving all American IMAX auditoriums for his film since mid-July.

Instead of going without a premium large-format option, Sony opted for an innovative approach. The film is the first ever to be “Shot for ScreenX,” a new initiative from CJ 4DPlex designed specifically for the company’s 270-degree panoramic auditoriums, with a dedicated crew capturing footage tailored for the format during production rather than converting existing footage afterward.

This distinction is significant for a franchise known for its spectacle-driven experiences. Typically, losing access to IMAX means missing out on higher-priced premium tickets that can significantly enhance a film’s opening numbers, making the preview earnings even more remarkable under these circumstances.

Notably, director Destin Daniel Cretton has mentioned that he framed the movie with IMAX’s expansive canvas in mind during production, making the absence of this format from the rollout an even bolder move for Sony’s marketing team. CJ 4DPlex CEO Jun Bang described the new ScreenX collaboration in comments to Variety as an effort to “expand the film’s visual canvas while preserving the director’s creative vision,” positioning it as a true alternative rather than a consolation for moviegoers seeking the largest possible screen.

‘Brand New Day’ isn’t the only major 2026 tentpole navigating this IMAX shortage. Marvel’s upcoming ‘Avengers: Doomsday’ will encounter a similar IMAX deficit later this year due to scheduling conflicts with another Denis Villeneuve release, indicating that studios may need to continue innovating with premium formats as demand for giant-screen bookings continues to exceed supply.

The film’s box office momentum aligns with strong critical reception as well. ‘Brand New Day’ debuted with a 91 percent approval rating among critics on Rotten Tomatoes, placing it alongside other well-received entries in the Tom Holland trilogy, and industry trackers have been consistently adjusting their weekend projections upward as demand becomes clearer.

Tracking estimates for the full opening weekend have varied from a conservative $190 million from studio sources to independent projections reaching as high as $250 million to $300 million, a range that would position the film among the five largest domestic openings in box office history if it achieves anywhere near the upper end.

Regardless of the final figures, ‘Brand New Day’ has already made a significant statement: audiences don’t necessarily require the IMAX label to show up in droves for a film they’re enthusiastic about.