This week, when it was announced that Christopher Nolan had included India among the four stops on the world premiere tour of The Odyssey, old videos from his 2018 visit began doing the rounds again. Back then, there was considerable chatter around India getting 70mm IMAX screens before Nolan’s next trip. Fast-forward eight years, the filmmaker is indeed returning, but the screens appear to have missed the memo. Fans were quick to point out that not a single 70mm IMAX screen has materialized.

A few years ago, exhibitors had to release explainer videos detailing why IMAX and premium format screens offered a superior viewing experience. They even suggested where moviegoers could watch films in the format intended by the filmmaker. Today, the situation is different. Audiences are driving demand for specialized formats, often choosing them over conventional screenings.

Exhibitors say formats such as IMAX and PXL bring viewers closer to the filmmaker’s vision, offering a more immersive, detailed and impactful experience. Films designed for these formats provide a better experience.

The premium-format availability is now a key talking point around major releases. This week, comments attributed to Sony Pictures began circulating online, suggesting that Spider-Man: Brand New Day would not be released in IMAX in India, although it would be available in other premium formats. Exhibitors say such discussions indicate just how aware audiences have become of the different viewing options available to them.

Apart from IMAX, India also has PXL screens, which offer precision-engineered sound and exceptional image clarity Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited, tells us, “In today’s cinematic landscape, the growing preference for premium formats like IMAX and PXL reflects a clear shift toward immersive, high-quality storytelling. What sets these formats apart is their ability to deliver a truly differentiated experience through expansive screen sizes, exceptional image clarity, deeper contrast, and precision-engineered sound that goes far beyond conventional formats.”

Hollywood executives say the preference for specialized formats has grown so much that a substantial share of a film’s box-office earnings now comes from these screens. One reason is that tickets for these formats are priced at a premium compared to regular screenings.

A Hollywood executive tells us, “One of the reasons why Obsession’s box-office performance surprised the industry was because the film was not released in any premium format, unlike earlier horror releases. At present, specialized formats contribute a major portion of a film’s earnings.”

Cinema business analyst Girish Johar adds, “In India, the demand for premium screen formats has grown a lot over the last couple of years and has become an integral part of the theatrical viewing experience. While a number of premium screens have been added, we still have a long way to go.”

IMAX, short for Image Maximum, is the go-to format for the majority of moviegoers, especially when it comes to superhero films. It is a motion picture projection system that delivers stunning images and 12-channel sound. The 12-channel sound means you can hear sound coming from overhead. In short, IMAX provides sound that you can feel. 70mm IMAX is considered the highest-quality IMAX format.

Source: IMAX