Christopher Nolan’s The Odyssey has once again demonstrated why theatrical event films continue to be one of the biggest drivers for the global exhibition business. Even before its release, the film has created extraordinary demand for premium format screenings, with exhibitors witnessing record-breaking advance bookings across several markets.
The craze has been clearly visible in India as well. In Mumbai, premium IMAX recliner tickets have gone up to nearly ₹3,100, while similar premium seats in Delhi NCR have been priced around ₹2,500. Despite the premium pricing, advance bookings have remained exceptionally strong, reflecting the growing willingness of audiences to pay more for a large-screen cinematic experience, particularly when it comes to a Christopher Nolan film.
The excitement surrounding The Odyssey received another boost during the film’s India promotional tour, which saw Christopher Nolan, producer Emma Thomas, Matt Damon and Tom Holland interact with fans in Mumbai. Their visit further amplified the buzz around the film, making it one of the biggest Hollywood promotional campaigns witnessed in the country in recent years.
What makes this trend even more interesting is that another Hollywood giant appears ready to build on the same momentum. According to reports doing the rounds in trade circles, Marvel Studios is expected to open ticket sales for Avengers: Doomsday nearly five months before its scheduled release. If the plan goes ahead, it would mark one of the earliest advance ticket sales campaigns for a major Hollywood blockbuster.
The reported strategy comes as Avengers: Doomsday is expected to face strong competition from Dune: Part III, making premium format screens one of the biggest battlegrounds for the two films. Opening bookings several months in advance would allow Marvel to secure early demand for IMAX and other premium screens while creating sustained excitement among fans.
Together, these two developments underline how Hollywood’s biggest studios are evolving their theatrical strategies. Premium formats are no longer just an upgrade for moviegoers but have become an integral part of the event film business. The Odyssey has shown that audiences are willing to spend record prices for the right cinematic experience, while Marvel appears ready to test whether fans are equally willing to reserve those premium seats months before a film even reaches theatres.
For exhibitors, this could be a glimpse of what lies ahead. As event films continue to dominate the box office, premium screens, premium pricing and much earlier ticket sales may increasingly become the new normal for the industry’s biggest releases.