On a September morning in Manhattan, a crowd gathered outside the AMC Lincoln Square theater ahead of a 10 a.m. screening of “The Odyssey,” nearly two months after the film’s initial release. The nearly sold-out showing took place at one of the nation’s 26 remaining 70mm Imax theaters, a format combining actual film projection with a massive 76-foot screen, attracting cinephiles and fans eager to experience the movie in its full technical splendor.

Jay Rivera, among those waiting to enter, had already viewed “The Odyssey” at a standard screening but was drawn back by the opportunity to see it in 70mm Imax. He was not alone. The film represents a broader industry trend, where studios and theaters are leveraging large-format and premium visual experiences to entice audiences back to cinemas since the pandemic. This strategy has gained prominence alongside blockbuster titles including last summer’s “Spider-Man: Brand New Day,” 2023’s “Barbenheimer,” and “Top Gun: Maverick,” all of which heavily marketed their release formats alongside their star-studded casts.

Film scholar Will White, a student at Quinnipiac University, said he had seen “The Odyssey” multiple times across various formats, including Imax. He noted the unique clarity and immersive quality that the large-format presentation offers, enhancing viewers’ connection with the story’s settings and characters. “Every time I’ve watched it, I feel like I’m alongside these characters,” White commented.

The 2026 summer box office has seen the highest earnings since 2020, achieving an all-time unadjusted record largely due to films released in premium formats. Among the year’s top 10 domestic grossing films, the majority promoted Imax screenings, with exceptions including “Obsession,” “The Devil Wears Prada 2,” and “Backrooms.” Upcoming releases such as “Dune: Part 3” and “Avengers: Doomsday,” set for December 18, are already recording strong presales, with “Dune” securing exclusive access to Imax screens nationwide for its opening.

Non-English language films are also embracing large-format releases; the Korean epic “Hope” opened in 1,500 U.S. theaters in mid-September, marking the widest U.S. release for a Korean-language film since “Parasite” in 2019. Although “Hope” did not receive an Imax run, it featured premium showings in formats such as 4DX, ScreenX, and Dolby, which offer immersive audiovisual experiences. Writer-director Na Hong-jin emphasized the importance of theaters in storytelling, explaining that his vision was driven by a desire for audiences to experience the film’s details on the big screen.

At the AFI Silver Theatre in Silver Spring, which supports 70mm and 35mm film projection, lead programmer Abbie Alger has observed growing enthusiasm for physical film formats. Since 2023’s “Oppenheimer,” the frequency of such screenings has increased, contributing significantly to the venue’s revenue. The theater has hosted sold-out 70mm engagements of both classic and contemporary films, including “Terminator 2: Judgment Day,” “2001: A Space Odyssey,” “Batman” (1989), and “Aliens” (1986).

Back at AMC Lincoln Square, the doors opened, and the audience filed into the theater. Rivera, already planning ahead, secured early tickets for “Dune: Part 3” in 70mm Imax, noting that prime seating was largely sold out. To ensure an ideal viewing experience, he has booked a nearby hotel room ahead of the early morning screening.

The rising popularity of premium film formats underscores a revived interest in theatrical moviegoing, one driven by spectacle and immersive technology that differentiates cinema from home viewing.