Christopher Nolan's The Odyssey has almost completely sold out IMAX 70mm screenings in the UK until September, less than a week after release. Fans worldwide are clamouring to see the adaptation of Homer's epic in its purest form.
However, with only 41 IMAX 70mm screens globally, the format is at risk of disappearing. IMAX CEO Richard Gelfond explained at the film's New York premiere that new IMAX film projectors haven't been made in about 50 years. 'So we retrofit them, rebuild them and part of our strategy is to see how far we can take it,' he said.
What is IMAX 70mm?
IMAX 70mm uses actual celluloid film measuring 70mm, running horizontally through the projector. The reel for The Odyssey, at 2 hours 52 minutes, is 11 miles long. The format's negative offers up to 18K resolution equivalent, compared to digital's maximum 4K.
'It's the highest quality image format ever devised,' said Matthew Raymond, projection manager at the Science Museum. 'Nolan considers it the gold standard of motion picture photography.'
Unprecedented demand
The BFI IMAX reported a three-day gross of £219,867 on opening weekend, making it the highest-grossing IMAX venue outside America. The Science Museum's Ronson Theatre added 13 new screenings that sold out in around an hour.
'The demand for The Odyssey has been unprecedented, far exceeding even our most optimistic expectations,' said Mark Cutmore, head of commercial experiences at the Science Museum Group.
Challenges to expansion
Sources at IMAX confirmed to Variety that many parts needed to build the specialised projectors 'simply no longer exist', and the company lacks a complete manufacturing blueprint. Dominic Simmons, head of cinema technology at the BFI, called the challenges 'not insurmountable' but stressed the difficulty in maintaining the system.
'Ensuring that the engineering skills required to maintain the equipment are kept alive is crucial,' Simmons said. Matthew Raymond praised veteran technicians who 'travel the world to assist projection teams'.
More screenings planned
The BFI and Science Museum plan to add more IMAX 70mm screenings of The Odyssey in the coming weeks. 'We are always adding new screenings to the schedule,' said Madeleine Mullett, BFI IMAX programme manager.
