Demand for 70 mm IMAX Screenings of "The Odyssey" Drives Ticket Scarcity
Universal and IMAX have extended limited 70 mm IMAX showings of Christopher Nolan's "The Odyssey" through mid-September, prompting rapid sell-outs and long lines at the few theaters equipped for the format.
Universal Pictures and IMAX announced that 70 mm IMAX screenings of Christopher Nolan’s film "The Odyssey" will run through mid-September, extending the limited engagement that began in late July. In New York City, the showings at AMC Lincoln Square 13—one of only 25 U.S. venues capable of projecting the format—sold out almost immediately, with some patrons waiting in line to purchase tickets in person after the mobile app experienced technical problems. Similar demand has been reported for September dates at the other 24 U.S. locations, as well as the handful of theaters worldwide that can present the film in 70 mm.
Professor Paul Hardart, who studies film marketing at NYU Stern, said the phenomenon reflects a broader shift in post-pandemic moviegoing, where audiences seek experiences that justify leaving home. “To get me out of my home, it has to be worth it,” Hardart told the publication, adding that the limited-run 70 mm presentation offers a distinctive experience that many are willing to pay a premium for. He noted that seeing the film in a standard theater feels inadequate compared with the intended format, which is available in only 41 venues worldwide.
Assistant professor Jared Watson, also of NYU Stern, linked the ticket rush to “signal theory,” describing how scarcity amplifies the social value of an experience. “We’re all constantly trying to show people who we are and what we’ve done,” Watson said, noting that limited access can serve as a status cue on social media. Northwestern University associate professor Ginger Pennington added that anticipation often generates stronger pleasure than the actual consumption of a product, a dynamic that can drive intense demand for exclusive events.
The extended run and continued sell-outs illustrate how limited-edition theatrical presentations are becoming a key driver of attendance, as audiences pursue both the cinematic experience and the social cachet associated with securing a seat in a rare format.