‘The Odyssey’ Is Turning Into a Golden Ticket for IMAX, and Theater Chains Are Taking Notice

Hollywood’s biggest theatrical comeback story this year hasn’t just been about box office numbers. It’s been about format, and few companies have benefited more from that shift than IMAX, whose premium screens have become the destination of choice for one of 2026’s defining releases.

That release is Christopher Nolan’s ‘The Odyssey,’ the first feature-length film shot entirely on IMAX cameras, and its box office performance has done more than pad IMAX’s quarterly earnings. It’s actively reshaping how the company does business with theater chains around the world.

Speaking at the Goldman Sachs Communacopia + Technology Conference, IMAX CFO Natasha Fernandes made clear just how much leverage the film has given the company in ongoing negotiations. “I’m sure they’ve taken note of how The Odyssey was released, and how Nolan graciously leaned into Imax,” Fernandes told the conference, framing the film’s success as proof of concept for exhibitors weighing whether to expand their own IMAX footprints.

That success has been substantial by any measure. ‘The Odyssey’ has grossed $1.6 billion in theaters worldwide, and Fernandes described it not just as a box office win for the company but as what she called a “proof point about our business and about the future of our business.” That framing has translated directly into new deal conversations with international exhibitors.

“There’s many deals coming into play right now, like opportunities for second screens or higher capacity,” Fernandes told investors, pointing to expanded theater partnerships as one of the clearest ripple effects of the film’s performance. It’s a notable shift for a company that has spent years working to convince theater operators that premium large-format screens are worth the investment.

IMAX’s chief marketing officer Anne Globe echoed that momentum while discussing the company’s upcoming slate. She noted that ‘Dune: Part Three,’ also heading to IMAX 70mm theaters, has already benefited from early ticket sales four months ahead of its wider theatrical rollout, a pattern that mirrored what happened with both ‘The Odyssey’ and ‘Spider-Man: Brand New Day.’

“We’re seeing that brand growth and we’re seeing our fan base expand and continue to be excited about what’s being offered in Imax,” Globe said during the investors conference, pointing to a broader audience shift toward seeking out premium formats rather than settling for standard screenings.

That growing brand strength comes at a particularly interesting moment for the company. IMAX saw its share price rise back in May 2026 amid Wall Street speculation that it could be up for sale, with reports of early-stage talks involving possible suitors. Fernandes addressed that speculation directly, arguing that IMAX’s position in the industry makes it uniquely difficult to replace.

“We occupy a unique position in the entertainment industry,” Fernandes said. “We’re connected with filmmakers and studios, and we have a global reach. So I think we’re definitely a highly valued asset.”

That value has been reflected in IMAX’s broader momentum this year. The company reported a record-setting opening weekend for ‘The Odyssey,’ pulling in $52 million globally, which accounted for roughly 20 percent of the film’s total worldwide debut despite the film playing on less than one percent of total screens. Demand has stayed strong enough that IMAX has extended the film’s run at 39 of its 70mm locations throughout September.

With ‘Dune: Part Three’ already positioned to benefit from that same halo effect ahead of its December release, IMAX appears to be leaning hard into a strategy built around filmmaker loyalty and premium format exclusivity, one that’s clearly paying dividends with both studios and theater chains alike.

Have something to add? Let us know in the comments.