The Odyssey IMAX 70mm screening demand is so high that IMAX CEO confirms he'd 'like to see more' theaters — but actually getting them is more complicated than it looks
THE SO WHAT
Runaway demand for 70mm IMAX on a single title shows that premium, scarce formats can still pull audiences into physical venues. For anyone in live or location-based experiences, the lever isn’t more screens — it’s differentiated formats that justify the trip and can’t be streamed at home.
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