Christopher Nolan’s big IMAX swing with 'The Odyssey' proves the power of event films | Movie Releases & Trends – Weekend of July 17, 2026

The box office roared back to life this weekend and now sits at $5.4B year to date, a solid +10% from a year ago, and the strongest box office since the pandemic reshaped the movie going industry. 

Tell us, Muse, what god-like hero was responsible for this impressive victory? That’d be Odysseus, protagonist of Christopher Nolan’s IMAX-shot The Odyssey, which slashed through expectations and became a focal point of the cultural zeitgeist (and the culture wars).   

The Odyssey brought home an impressive $123.5M domestic debut. While the film accounted for 66% of total weekend box office revenue, its share of total admissions was lower (57%) —a reflection of the premium ticket prices generated by IMAX and other Premium Large Format (PLF) screenings.

Premium formats were a driving force behind the film's success. Shot entirely on 15-perf 70mm film, The Odyssey was captured entirely using IMAX cameras.

In past Nolan projects like Tenet and Oppenheimer, the director couldn’t use 70mm IMAX for more intimate, dialogue-driven scenes—the actual noise of the physical cameras made that impossible. But thanks to some savvy workarounds, including a new ultra-quiet IMAX camera and a bespoke “acoustic blimp” enclosure, The Odyssey makes history as the first 100% IMAX narrative feature.

All that technical prowess didn’t come cheap, with production costs rising to $250 million. But Nolan’s strategy paid off in a big way. IMAX alone generated 23% of the film's domestic opening weekend revenue, and when other PLF screens are included, more than half (53%) of all domestic revenue came from premium presentations.

It's another reminder that audiences will pay more for theatrical experiences they simply can't replicate at home, particularly when filmmakers intentionally create movies for the largest screens. In fact, it turns out super fans will actually make pilgrimages to see the movie in its most expansive format, since fewer than 30 theaters in the United States are even equipped to screen 70mm IMAX epics (as evidenced by this report on “cinephiles who took their own odyssey to see ‘The Odyssey’).

The audience profile also reflects the film's positioning. Opening weekend moviegoers skewed heavily male (69%), with 89% of attendees age 18 or older, expected for an R-rated title.  Nearly half of the audience (45%) came from the coveted and hard to find Adults 18-34 demographic, while 61% were Adults 25-54. 

So what made The Odyssey such an event? Let’s tell the story of a complicated success…

• Christopher Nolan remains one of the few directors whose name alone can drive moviegoing. His reputation for ambitious, visually spectacular filmmaking has created a level of trust with audiences that extends well beyond traditional fans, encouraging even casual moviegoers to see his latest film on opening weekend—and on the biggest screen possible.
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• The communal obsession over film format also drove a lot of conversations online, stoking interest and controversy. Was Nolan’s big swing with IMAX an artistic triumph, or the triumph of elitism? The argument swiftly became a meme, with tongue-in-cheek clips of viewers claiming to watch The Odyssey “as Christopher Nolan intended” (on retro flip phones or, in one case, on the digital screen of a smart fridge).
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• Beyond IMAX mania, the film's all-star ensemble certainly didn't hurt either. With Matt Damon, Anne Hathaway, Tom Holland, Zendaya, Charlize Theron, Robert Pattinson, Elliot Page, Lupita Nyong'o and Travis Scott, the cast brought together multiple generations of fans and helped expand the film's appeal across demographics.
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• Of lesser importance—but still thrusting The Odyssey into the cultural spotlight—Nolan’s film became a political football. Most prominently, Elon Musk got grumpy over liberties taken by the film's plot and casting, leading to the promise that Grok Imagine’s AI engine would soon make a version of The Odyssey “that is historically accurate and true to the art of Homer.” No comment.
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• And lastly, let’s not forget the source material Nolan was working with!  It gave audiences something both timeless and fresh. By adapting Homer's epic into a modern cinematic spectacle, The Odyssey blends mythology, monsters, action, and emotional storytelling around the universal theme of finding one's way home. Pop-cultural discussions were actually happening around which translation of this ancient poem was the most impactful (the majority view points to Emily Wilson’s very readable and entertaining version).  

Combined with Nolan's filmmaking, premium presentation, and star power, the result was more than just a successful opening. The Odyssey became a true theatrical event, demonstrating once again that when studios deliver must-see experiences, audiences are eager to leave the couch and head to the movies.

If audiences couldn’t catch a 70mm IMAX screening (or hadn’t snapped up tickets weeks in advance), there were still 70mm non-IMAX screenings. And plain old 35mm screenings were plentiful at the multiplexes, even if those viewers might feel like they’re missing the immersiveness of Nolan’s epic.

The key learning from this past weekend: The Odyssey reinforces one of 2026's biggest trends: Event films continue to drive moviegoing. Audiences are increasingly selective about what they see in theaters, but when a film combines a visionary filmmaker, premium presentation, recognizable talent, and genuine cultural buzz, they're willing to pay more for the theatrical experience (or even travel across the country).

Looking ahead, The Odyssey is expected to remain the clear box office leader. With no major wide release challenging it this coming weekend, the focus shifts from whether it can stay on top to how its audience evolves in week two. Premium Large Format demand remains exceptionally strong, with many IMAX and other PLF auditoriums selling out days in advance.

Interestingly, presales continue to build later in the booking cycle as moviegoers appear willing to wait for the best available seats rather than settling for earlier showtimes—a sign of strong event-level demand.

Let’s not forget the rest of the slate…

Given The Odyssey's R rating, it's no surprise that family audiences continued to gravitate toward more kid-friendly options. Moana, Minions & Monsters, and Toy Story 5 held the No. 2-4 positions this weekend, combining for 24% of the domestic box office but an even stronger 31% of all tickets sold.

Note the impact of lower average ticket prices driven by children's admissions and matinee showings. While premium formats boosted The Odyssey's revenue share, family films continued to over-index on attendance.

The near-future outlook for this suite of family titles remains positive. With schools still out across much of the country, parents continue to seek affordable entertainment options, and these films should benefit from steady weekday and weekend business throughout the remainder of the summer.

By the end of July, the competitive landscape changes with the arrival of Spider-Man: Brand New Day.

Current tracking suggests an opening in the neighborhood of $200 million domestically, making it the first title with the potential to unseat The Odyssey.

While rated PG-13, the film reunites Tom Holland and Zendaya (both also in The Odyssey) and should attract a broad audience spanning teens, young adults, and families with older children. Early marketing points to a darker, more grounded story that explores Peter Parker's emotional struggles and physical transformation, potentially broadening its appeal beyond traditional superhero fans.

Where does that leave us? Event films like The Odyssey are driving premium-ticket revenue, while animated and family titles are delivering the highest admissions. If Spider-Man: Brand New Day opens anywhere near expectations, the industry could be headed for another record-setting stretch, with premium formats, family audiences, and franchise fans all contributing to one of the strongest late-summer box office runs in recent years.

How The People Platform's audience measurements can help drive insights

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• How many tickets will be sold this coming weekend? Find out on our next Cinema Ranker for a box office forecast and follow us on LinkedIn to stay up to date with the latest cinema industry insights.

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