IMAX is driving a re-release boom, and the rest of the industry is following suit. Boardroom dives into how this strategy is reshaping the theatrical experience, and what it means for the future of moviegoing.
The box office used to be all about what’s new: blockbuster premieres, tentpole openings, and tightly packed release calendars.
But IMAX is flipping that script, proving that the past can still pack theaters, especially when it’s presented with premium flair. In 2024, Interstellar returned to IMAX theaters for its 10th anniversary, grossing over $20 million globally and becoming the highest-grossing IMAX re-release of all time. That success wasn’t a fluke. It was part of a growing trend where IMAX is spotlighting legacy films in strategic windows, giving audiences a reason to show up between major premieres.
And it’s working.
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Fillers and Features
IMAX is leaning into the moment with re-releases for true cinema fans, utilizing anniversary runs and curated encores to fill the gaps between major new releases. What was once considered filler content is now evolving into feature events. Films like The Dark Knight, Inception, and Avatar have all had successful return runs in IMAX, and these aren’t just about nostalgia; they’re cinematic spectacles being reintroduced to a generation of moviegoers who might have missed the original theatrical experience, or are just eager to experience them again.
Even newer films are getting a second wind. The popular indie horror Sinners tapped into the momentum of its IMAX release earlier this year to build critical buzz and box office heat. The demand was so strong that the film returned for a second limited IMAX run, proving that even smaller films can thrive in a premium format when the experience is worth it.
Slated for release on July 17, 2026, The Odyssey — an upcoming feature film from Warner Bros. directed by Christopher Nolan and shot entirely on next-gen IMAX cameras — is being positioned as the future of rewatchable, immersive cinema. With Nolan at the helm, expectations are sky-high for a visual and narrative spectacle explicitly designed for the large-format experience. And unlike traditional blockbusters built for opening weekend, The Odyssey is being engineered for longevity; a film audiences will want to revisit multiple times on the biggest screens possible. Ticket sales began a full year in advance, signaling massive anticipation and positioning the film as a tentpole theatrical event.
IMAX isn’t just curating the past; it’s redefining the present and future of what “a theater moment” can be. In an era where streaming is the default and most films are available at home within weeks, IMAX offers something that can’t be so easily replicated on a couch: scale, spectacle, and immersion. For some moviegoers, it’s not just about seeing a film; it’s about feeling it. The upgraded visuals, precise sound, and massive screens transform familiar titles into immersive experiences. Whether it’s a beloved re-release or a new blockbuster, IMAX transforms a casual watch into an event, giving audiences a compelling reason to get off the couch and back into theaters.
The Ripple Effect
Traditional theaters are taking notes from IMAX’s playbook. What started as a specialty approach is now becoming a marketing strategy.
On Aug. 25, Tim Burton’s Batman and Batman Returns return to theaters for one night only, presented in newly remastered 4K. These upgraded versions, featuring enhanced picture and sound, will exclusively screen at Dolby Cinema at AMC Theatres, offering a premium experience for longtime fans and newcomers alike. It’s a strategic move that transforms a nostalgic rewatch into an elevated event, and early demand shows that audiences are eager to show up when the presentation matches the legacy.
Other theaters are following suit with their own legacy re-releases. Quentin Tarantino brought Kill Bill Vol. 1 back to his New Beverly Cinema in Los Angeles this month, turning the screening into a celebration of analog filmmaking.
Back in 2023, Disney delved into its vault, re-releasing The Lion King and Beauty and the Beast in theaters this fall as part of its 100th anniversary celebration, giving families a chance to revisit these animated classics on the big screen.
From a business perspective, this trend makes a lot of sense. Re-releases are relatively low-cost for studios, require minimal marketing spend, and offer theaters a way to boost attendance without waiting for the next major drop.
Additionally, the re-release model enables more experimentation. Some screenings become one-night events, others run for a week or two, and many include filmmaker Q&As, special intros, or collectible tickets. These extras help justify premium pricing and give loyal fans something new to experience, even if they’ve seen the film a dozen times before.
What’s Next?
The re-release wave isn’t slowing down anytime soon. In fact, it’s becoming a fixture on the theatrical calendar. Two major anniversary IMAX runs are already slated for late summer 2025: Jaws will return to the big screen on Aug. 24 to mark its 50th anniversary, and Black Swan will get a remastered IMAX re-release on Aug. 21 to commemorate its 15th anniversary.
And it’s not just legacy titles benefiting from the IMAX treatment. Tron: Ares, the next installment in the high-tech sci-fi franchise, is slated for an IMAX release in October, continuing the trend of building blockbusters for the largest screens, not just the widest audiences.
As theaters look to balance back-catalog favorites with fresh IP, one thing is clear: the future of moviegoing will rely just as much on what we’ve loved before as it does on what’s coming next.
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