There’s been something notable about ticket sales for “Dune,” and not only because the sci-fi adaptation of Frank Herbert’s landmark novel has managed to draw crowds in thea…
,” and not only because the sci-fi adaptation of Frank Herbert’s landmark novel has managed to draw crowds in theaters despite playing simultaneously on HBO Max.
“Dune” may be the most dramatic example of Imax’s newfound influence, but it’s not the sole blockbuster in pandemic times to generate outsized receipts from premium screens. At a time when the domestic box office recovery is shaky, at best, there’s at least one component of the movie theater business that has rebounded more successfully from a post-pandemic malaise.
It’s understandable why Imax and other PLF screens have been popular to blockbuster-hungry audiences. You can buy a nice TV and install speakers with state-of-the-art surround sound at home, but it’s nearly impossible to replicate the immersive feel of watching a blockbuster on a screen that spans more than 75 feet.
Imax isn’t entirely free from pandemic-related destruction. Though it had its best quarter since COVID-19 upended the theatrical business, it didn’t make a profit in the three month period ending in September, netting $8.4 million in losses from the same frame in 2020. Moreover, Imax is reliant on the health of the film exhibition industry. Since its screens are located in major cinema circuits, it would not do the company any good to watch AMC, Regal Cinemark or other chains struggle.
Jeff Goldstein, the president of domestic distribution for Warner Bros., called the better-than-expected results for “Dune” on premium large formats “a total outlier.” However, he expects that movie theaters will soon “morph into a blockbuster platform.” “Studios and filmmakers have approached us because they understand the differentiation is really attractive to audiences,” Gelfond says. “In other cases, we’ve actively gone to studios and encouraged them to shoot the films with our technology.”
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