Business news and discussion on TalkFuse.
Sony’s Marvel blockbuster gains Imax screens as Nolan film’s exclusivity ends
Developed over time first seen 3 months ago
"Spider-Man: Brand New Day" finally received an Imax rollout from 6 August, once Christopher Nolan's "The Odyssey" gave up the exclusive hold it had maintained over Imax's domestic screens for three consecutive weekends. Sony and Marvel's superhero film had opened without Imax access despite a blockbuster global launch, highlighting how one studio's exclusivity deal can constrain scheduling for rival releases in premium formats; the shift marked the end of an unusually long single-film monopoly on Imax's network and allowed the format to programme multiple hits at once.
"The Odyssey" continued to dominate even after sharing screens, retaining most of Imax's network and playing across all 41 of its 70mm film locations worldwide, with Imax scheduling it until at least 17 September; it had already grossed $221 million globally in Imax alone, excluding markets such as China, South Korea and Japan where it had yet to open. "Brand New Day" nonetheless launched to $927 million globally ($355 million domestic, $572 million international), including $23 million from Imax screenings in Asian markets not yet reached by Nolan's film, while Imax reported its highest-grossing month in history in July at $257 million, up 47% on its previous record.
- Sources
- 2
- Outlets
- 2
- Left · Centre · Right
- 0 · 0 · 0
In short
- "Brand New Day" gained Imax screens from 6 August as "The Odyssey" exclusivity ended
- "The Odyssey" still keeps most Imax screens and 70mm sites until at least 17 September
- "Brand New Day" opened to $927 million globally despite lacking Imax access
How this story developed
- 3 months ago Fresh detail confirmed "The Odyssey" would keep dominating by staying on all 41 of Imax's 70mm film screens worldwide through at least 17 September, while Imax's record-breaking July haul was newly credited by CEO Rich Gelfond to the combined strength of both "The Odyssey" and Tom Holland's "Brand New Day".
- 3 months ago "Spider-Man: Brand New Day" finally gained access to Imax screens from 6 August after Christopher Nolan's "The Odyssey" ended a three-weekend exclusive hold on the format, with "The Odyssey" still keeping most of the network and its $221 million Imax haul while "Brand New Day" opened globally to $927 million as Imax logged its biggest-grossing month ever in July at $257 million.
Explained simply
Sony's "Spider-Man: Brand New Day" and Christopher Nolan's "The Odyssey" are two of the summer's biggest cinema releases, both competing for space on Imax screens, the large-format cinema technology that studios prize for premium ticket sales. Nolan's film had held an unusually long exclusive run on Imax's network in the United States, meaning the new Spider-Man film launched globally without access to those screens despite strong box office numbers.
Imax is a separate company from the film studios, and it licenses its screens and technology to cinemas; how it allocates screening slots between competing blockbusters can shape how much money each film earns in that format. Sony and Marvel are behind the Spider-Man franchise, starring Tom Holland, while "The Odyssey" is directed by Christopher Nolan, known for large-scale films often shown in Imax.
This situation matters because it shows how scheduling arrangements between studios and a specialised cinema format provider can affect a film's earnings and visibility, even when the film is already a commercial success. It also reflects a particularly strong period for Imax as a business, with both films contributing to record takings.
Coverage · 2 sources
Business Companies Geopolitics Politics
Read the full article at the source →
Originally published by Variety as “‘Spider-Man: Brand New Day’ Sets Imax Release as ‘The Odyssey’ Exclusive Run Ends”.