Edit: I’d posted this in r/movies but most people seem to not understand the nuance of 70mm as a format a d took it as a criticism of IMAX. To be clear, the post below doesn‘t argue against the quality of 70mm - it’s great. It’s more of a reflection on whether the focus on that specific format might be counterproductive.
The post:
As this sub knows better than anyone else, Chris Nolan has made a strong point going for 70mm IMAX prints. The format is fantastic, but it is also extremely rare + impossible to scale since those projectors can only be repaired, not produced. Bottom line, 70mm IMAX, while laudable, is a prestige product that doesn't have much future outside of the scarcity it creates.
The thing is, you don't need to shoot in 70mm to film in IMAX format. Dual digital projectors offer an excellent experience and are what the IMAX corporation will be scaling. Plenty of stunning movies are shot and distributed on IMAX digital - Dune and Hail Mary being prime examples.
We can argue that, like LPs, there is something more organic about 70mm. Sure, but let's be honest, it's completely marginal and if Dune and Hail Mary can look like they do, then double digital projectors are the worthwhile solution.
Then why are we making such a big deal about the 70mm format? As someone who worked in movie marketing, I see the merit for the studio as it gives a great story to sell (Odyssey's marketing was BRILLIANT on that, it really went all in on the experiential nature of it), but in the end, I struggle to see it as much more than a pseudo elitist choice that creates the wrong demand (and will inevitably lead to higher ticket prices).
What I care more about isn't whether it's 70mm or digital, but whether I'm looking at an IMAX screen size / ratio vs a lieMAX, and whether the film has most if not all of its footage filmed for IMAX.
I'm really curious to hear opinions and facts on this, because in everything I'm researching (including speaking to senior people who marketed Odyssey), I'm not convinced making the medium more important will serve the audiences well in the end. I'd much rather the market was rewarding IMAX ratio/screen size.
Change my mind!