The box office is seeing a major shift in premium format availability this week. After a historic weekend that generated 430 million dollars in revenue across North America, Sony Pictures and IMAX have confirmed a new strategy for screen allocation.
Spider-Man: Brand New Day, which earned 355 million dollars following its July 31st debut, will now enter digital IMAX locations across North America starting August 6th. This move follows the end of an exclusive three-week run for Christopher Nolan’s The Odyssey.
The Odyssey remains a primary draw for the exhibition chain. Having earned 221 million dollars at the global IMAX box office, it is currently the only film to secure multiple weekends exceeding 40 million dollars for the company. This performance helped IMAX reach its highest-grossing month in history throughout July.
Fans should expect a split schedule at many venues as both blockbusters share premium screens for the coming period. With two major hits commanding audience attention, ticket demand remains high in both domestic and international markets.