For the last week the question I kept on hearing from my regular movie going friends was “where are you seeing it.” Never has there been so much buzz around what format you are watching the movie in.
Digital vs. film, 35mm vs 70mm, IMAX vs non-IMAX. The advantage is that there has never been so many options – and in Vancouver this has been the most opportunity to see a movie on film in years with 4 screens showing 70mm prints. This has been one huge net positive for movie going – hopefully a continuation of a trend that really began a few years ago with Oppenheimer and continued with successful runs off Frankenstein in 35mm and One Battle After Another. The building off so much buzz around formats is a net positive for the movies and movie goers.
Even my parents who will always comfortably choose to watch a movie at home decided that there was enough buzz to go see it opening weekend. While they did choose proximity to their house over format the fact that this buzz filtered down to them.
When audiences have been dwindling due to the readiness and ease of watching movies at home, a cultural event is the only way we are going to see audiences return to theatres in large numbers. Christopher Nolan has been very vocal that this movie should be seen in IMAX. With some theatres across major markets reporting sell outs for weeks and weeks. These are the important touchstones that will make a difference for the industry and see theatres full and audiences beaming. Why watch The Odyssey at home when you can see it the way it was meant to be seen.
