‘The Odyssey’ Sellout Fuels Premium Cinema Boom

As of August 6, 2026, Christopher Nolan's new film has sold out IMAX and 4DX screenings across Korea on opening weekend, extending a boom for premium-format theaters. South Korean special-format cinemas drew roughly 2.95 million moviegoers in the first half of 2026, up 49% from a year earlier — a trend industry watchers say shows why screens still matter in the streaming era.

2.95 millionFirst-half 2026 admissions at Korean special-format theaters (+49% YoY)

172 minutesRuntime of the new release shot entirely on IMAX cameras

22%Share of the film's global box office from IMAX screens

80 screensNet increase in Korean special-format screens last year (total theaters fell by 23)

Key points

CGV's IMAX theater in Yongsan, Seoul, sold out every showtime on opening day, and prime seats resold for more than 5 times face value before the premiere.
Korean special-format theaters drew about 2.95 million admissions in the first half of 2026, up 49% year over year, according to the Korean Film Council.
The new release is the first feature film ever shot entirely — all 172 minutes — on IMAX cameras, and it earned 22% of its global box office from IMAX screens in its first two weeks.
AMC Entertainment posted $1.6 billion in second-quarter revenue this year, its best quarter ever, underscoring a broader rebound for theatrical exhibition.

On opening day, a multiplex in Yongsan, Seoul, sold out every IMAX showtime from early morning until midnight. Demand was so intense that the booking site briefly slowed down when tickets went on sale, and prime seats resold on secondhand platforms for several times face value. And this isn't a one-movie phenomenon.

Even in the first half of the year, before this release, admissions to special-format theaters were climbing fast. While overall moviegoing has plateaued, the share of audiences opting for premium formats keeps growing. Moviegoers in their 30s and 40s make up more than half of that crowd, but viewers in their 20s and younger — raised on YouTube and streaming — account for more than a quarter. Even as the total number of theaters fell by roughly 20 last year, the number of special-format screens grew by nearly 80, and their share of total box office revenue climbed from the high single digits into the low teens.

Behind the trend are big-budget films built from the ground up for giant screens. The new release was shot almost entirely — all 172 minutes — on a single IMAX film camera, delivering an unusually sharp image, and an upcoming Marvel release was designed from the start to use a triple-screen format. The same signal is showing up across the Pacific: America's largest multiplex chain saw attendance rise more than 13% year over year, posting its best quarterly revenue ever.

Still, special-format revenue leans heavily on Hollywood blockbusters — a dependency that showed up in past years when a thin slate of major international releases dragged premium-format box office down with it. But big budgets aren't a prerequisite: one low-budget Korean film, made for roughly 3 billion won (about $2.2 million), became the first Korean live-action feature to use a four-screen format, drawing attention despite its modest scale.

In Korea right nowIn Korea, going to a special-format screening has become something of a social ritual — young moviegoers post photos and clips of the giant screens, seat vibrations and scent effects to social media, turning a night at the theater into an outing worth sharing rather than just a movie. Local distributors say they're expanding partnerships with Korean production companies to build more premium-format content tailored specifically to domestic films.

FAQ

How do special-format theaters differ from standard screenings?

Formats like IMAX, 4DX, Dolby Cinema and ScreenX add larger screens, immersive sound and moving seats for a more intense experience than standard 2D showings.

Why are special-format theaters expanding?

Higher ticket prices boost theater revenue, and audiences increasingly value experience-driven outings, so chains are prioritizing premium screens.

Are certain movies better suited to special formats?

Big-budget sci-fi and action blockbusters are the classic fit, but low-budget Korean films have recently used special formats too, for a fresh kind of viewing experience.