Sphere founder James Dolan said its reworked immersive version of The Wizard of Oz could continue playing at the Las Vegas venue for another decade, citing the film’s broad appeal and strong demand. The claim matters because the production has become a major source of ticket and merchandise revenue as Sphere expands beyond concert residencies into original film-based entertainment.

The shortened, technologically enhanced version of the 1939 film has grossed more than $400 million and sold over 3 million tickets since opening on 28 August last year, according to the company. A further “2.0” update is due in September, adding new effects involving the witch and flying monkeys; critics have objected to the removal of 25 minutes and some musical numbers, but the shorter format allows more daily screenings. Sphere also plans venues in Abu Dhabi and near Washington, DC, and is preparing an immersive version of The Rocky Horror Picture Show for next March.