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Sony and Marvel's "Spider-Man: Brand New Day" will expand across IMAX's North American network starting Thursday, Aug. 6, when "The Odyssey's" exclusive hold on the format ends.
The move follows the ''Spider-Man'' film's massive opening weekend, prompting IMAX to split its roughly 440 domestic screens between the two films, though all 70mm locations will remain dedicated to Christopher Nolan's epic.
Christopher Nolan has long been a strong supporter of the IMAX platform, but CEO Rich Gelfond’s spidey sense evidently called for a programming change after ''Spider-Man: Brand New Day'' soared to a $355 million second-biggest opening weekend ever.
"Spider-Man has been among the most bankable superheroes at the global box office for over two decades—with the franchise delivering $365 million in IMAX receipts to date—and Brand New Day is taking that legacy to new heights with its record-breaking opening weekend," said Rich Gelfond, CEO of IMAX.
"We believe more Spidey fans around the world will want to experience his latest adventure in IMAX—and we hope to be a major driver of both new and repeat viewing for the latest hit in this incredible year for moviegoing."
IMAX's pivot toward ''Spider-Man'' comes just weeks after CEO Rich Gelfond was publicly praising The Odyssey's box office debut.
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Nolan's film, shot entirely on IMAX's proprietary cameras, had been positioned by the company as a flagship title driving theater chains toward premium, IMAX-native content.
But Spider-Man's record-setting opening weekend prompted a change in strategy.
The two films will now share IMAX's select digital screens, while The Odyssey retains exclusive use of all 41 IMAX 70mm film locations worldwide. IMAX said The Odyssey is set to remain in its network through at least Sep. 17.
"The Odyssey" has generated $221 million in global IMAX box office to date, with its IMAX debuts in South Korea, China and Japan still ahead.
"Spider-Man: Brand New Day," meanwhile, has already earned $19 million on IMAX screens in China and set a new IMAX opening-weekend record in South Korea with $2.4 million, according to IMAX. The studio said the film pulled in $2.2 million in Japan despite sharing IMAX screens there.
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