The Odyssey's Endless Run: What It Says About the Business of Premium Cinema The extension of "The Odyssey"'s IMAX 70mm screenings is more than just a response to sold out showings – it's a harbinger for a film industry still trying to grasp the implications of premium cinema's growing appeal.
For months, moviegoers have been clamoring to see this epic adventure on the biggest screens possible, with some theaters even resorting to unconventional showtimes like 2 a. m. and 6 a. m.
The numbers are staggering: "The Odyssey" has raked in $700 million at the global box office after just 12 days in theaters.