The Town with Matthew Belloni Why IMAX Is Becoming Bigger Than the Movie
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Jul 30, 2025 Richard Gelfond, CEO of IMAX, shares insights on how the brand has transformed the movie-going experience. He discusses innovative marketing strategies that make IMAX a must-see for studios, like selling tickets for blockbuster films a year in advance. Gelfond explains the unique technological advantages that set IMAX apart in a shifting cinematic landscape. They also explore the anticipated challenges and excitement surrounding upcoming films, including Gretta Gerwig's Narnia and the nostalgic appeal of ‘The Naked Gun.’
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IMAX Branding Outshines Movies
- IMAX branding often appears larger than movie titles on posters, signaling the experience as the primary draw.
- IMAX captures 3.6% of global box office with only about 1% of screens worldwide, showing premium format power.
Meaning of 'Filmed in IMAX'
- "Filmed in IMAX" means the movie uses IMAX cameras for full or partial film segments.
- It includes unique aspect ratios and a special marketing push, not necessarily full movie filming.
Year-Ahead IMAX Ticket Success
- Tickets for "The Odyssey" 70mm IMAX screenings sold out a year in advance, creating a concert-like event.
- Scalpers sold tickets for up to $1,500, showing strong fan enthusiasm and demand.
