Who would have thought an adaptation of an ancient Greek poem would be the hottest movie ticket around? So hot, in fact, that it could create a brand new marketing strategy.
What happened: Tickets for special Imax 70mm film screenings of Christopher Nolan’s next movie The Odyssey went on sale Thursday… a full year before the movie’s release date. What’s even crazier is that in markets like the GTA, the tix sold-out in a few hours or less.
- The new movie from the Oppenheimer director is the first movie ever shot entirely using Imax cameras, making it a must-see for a certain type of movie lover.
- As of writing, there are still a few tickets left for screenings in Calgary, Edmonton, and Regina, so act fast.
Big picture: These sold-out shows are more proof that Imax and other event screenings are where the money’s at for theatres right now. Cineplex launched a plan to expand premium offerings last year and, last quarter, saw Imax revenues jump by 9.5% annually.
- And this jump came before the release of Sinners, which was such a box office smash on Imax screens that its studio, Warner Bros., is planning a re-release.
Why it matters: This gambit was a success, leading some to wonder if it will be replicated for future major releases. If so, this could be the start of the concert-ification of blockbuster movies, where highly coveted tickets are snapped up almost immediately, driving up prices and resale value. Of course, $400 Odyssey tix have already hit the secondary market.—QH
