It’s no secret that seeing a movie in IMAX is one of the best ways to experience a film, but not everybody has access to that. Watching a movie that was previously shown in IMAX, like Dune: Part 2, once it hits streaming isn’t the same experience by any means, but it seems like most viewers are treating it as such. According to an IMAX survey, via IndieWire, if a movie receives a theatrical IMAX release, viewers are more likely to check it out on a streaming service than if it didn’t.
The survey asked 600 entertainment consumers if knowing something had an IMAX release would make them more interested in it, 62% said the answer was yes. Many people have home theater setups complete with big screens and surround sound, but there are not many home options that can rival the IMAX experience. On top of that, home releases don’t typically include the expanded IMAX aspect ratio. A big factor that comes into play is the perceived higher production value. 69% of responders said seeing the logo included on a poster gives them the impression it’s of higher quality. On top of that, 90% said seeing a movie that was filmed for IMAX is one of the best signs of quality.
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Do you prefer a ‘premium’ theater experience like IMAX, 3D, or Dolby?
It seems like premium theater experiences, like IMAX and Dolby, and, with some films, 3D, are more popular than ever. Personally, I will choose to go to an IMAX screening every chance I get, especially with the benefits of AMC and their A-List subscriptions. I tend to avoid 3D screenings unless it’s a film truly designed for the experience, like the Avatar franchise, but most of the time, it feels like a lazy afterthought. I am lucky enough to live near a 70mm IMAX screen, where movies like Dune 2, Oppenheimer, and the upcoming Joker film really shine. What are your thoughts on the premium experience? Too expensive? Do you not care for the larger screens or enhanced sound? Or do you avoid the theater altogether and wait for the inevitable streaming release a month after the film premieres?
Is Filming for IMAX a Good Thing for Movies?
Of course, IMAX releases aren’t a good indication of whether something will be good. The much-maligned Madame Web received an IMAX release, for example. Nevertheless, it’s clear having the logo emblazoned on the poster and marketing is a good way to get people excited for when a movie hits streaming. IMAX’s CEO Rich Gelfond believes a successful theatrical release can lead to more wins down the road.
“A strong theatrical run, especially with the inclusion of IMAX, helps the value the whole content chain. I think it also affects where we sit in the ecosystem and the kinds of leverage we have and the kinds of commercial terms we can get.”
Some streaming services have shifting aspect ratios that help maintain some of the same feel as seeing a film in IMAX, although the sound quality is nowhere close to what is offered by a movie theater. Disney+ has a lot of films labeled IMAX Enhanced that’ll automatically change the aspect ratio to what it was like in theaters and allow viewers to see more of the movie at certain points. It can be jarring to see on a smaller screen, but it’s a nice bonus that helps give the home viewing experience a more theatrical feel.
Interestingly enough, some streaming services have an advantage over their physical media counterparts when it comes to aspect ratios. For example, most physical MCU releases don’t have the changing ratio, with Guardians of the Galaxy 3 being an outlier, so people have to stick to Disney+ if that is something really valuable for them. In another franchise, a notable exception is Hunger Games: Catching Fire, whose Blu-ray version changes ratio when Katniss first enters the titular deathmatch. It’s not a huge dealbreaker at the end of the day, but it is an extra feature some streamers offer, and it’s thanks to some films being filmed for IMAX.
