Beyond Imax: Premium Movie Formats Are Looking for a Windfall as ‘Top Gun: Maverick’ Takes Off

Even more than most blockbusters, companies like ScreenX see Tom Cruise’s fighter pilot thrill ride as a perfect fit for their screens

As blockbusters have done the vast majority of the work in getting audiences back to theaters over the past year, premium large formats like Imax have reaped the benefits as fans of Marvel and James Bond pay top dollar to see their heroes on the biggest screen possible. Yet with Paramount’s “Top Gun: Maverick” coming this Memorial Day weekend, the best may still be yet to come for premium movie formats.

“In the past year, we’ve seen 35 to 40% of a blockbuster’s opening weekend come from premium formats,” Don Savant, former Imax executive and CEO of CJ 4DPlex, told TheWrap. “What we’re doing is so much different than what you can get at home, and we’ve seen more and more people discover that, especially after the buzz that ‘Spider-Man: No Way Home’ got from influencers saying that the film should be seen in ScreenX.”

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Jeremy Fuster

Box Office Reporter • • Twitter: @jeremyfuster