The Odyssey's Endless Journey: A Record Breaking Run or a Marketing Marvel? Christopher Nolan's The Odyssey has shattered box office records once again, extending its Imax 70mm screenings through the end of September.
Initially conceived as an innovative marketing strategy, the film's prolonged run has become a full fledged phenomenon, earning $66 million worldwide from these specialized showings. The average ticket price of $20.
58 for Imax 70mm screenings suggests that this format is a lucrative venture for exhibitors.