The Odyssey China Imax rollout targets nearly 800 screens
Imax China plans to give Christopher Nolan’s film most of its network as Maoyan data shows it leading upcoming imports in interest.
By Bianca Rossi · Entertainment Editor
3 min read
Imax China is preparing a major mainland launch for Christopher Nolan’s “The Odyssey,” with the company’s chief executive telling Variety that the first week could see almost its entire nearly 800-screen network playing the film.
Daniel Manwaring, CEO of Imax China, said he expects a “very large majority” of the network, and possibly all of it, to be devoted to the movie when it opens in mainland China on Aug. 14. He told Variety that anticipation around the release is running high, powered by what he called the “Christopher Nolan effect.”
Nolan and star Matt Damon are due in Beijing on July 30. Manwaring said the visit will include what he described to Variety as the first red carpet event for a commercial film at the China National Film Museum, a government institution that also hosted the Chinese launch of “Avatar” in Imax’s early years in the market.
Two Beijing screenings are planned, along with a separate event at an Imax theater at Universal Beijing Resort. Preview screenings are set for Aug. 1 and 2 in Beijing, Shanghai, Guangzhou and Shenzhen, with one screening per day before the wider release.
How big is demand for The Odyssey in China?
Ticketing agency Maoyan Pro said “The Odyssey” had passed 252,000 cumulative “want to see” registrations as of July 24, ahead of every other upcoming imported title it tracks. Maoyan Pro’s figures put “Spider-Man: Brand New Day” at 810,000, “Minions & Monsters” at 234,000, “The Devil Wears Prada 2” at 203,000, “Toy Story 5” at 189,000 and “Backrooms” at 115,000. Among local titles, “Kung Fu Soccer” leads with 649,000.
Maoyan Pro said interest in “The Odyssey” is strongest among users in tier-one and tier-two cities and among moderate-to-frequent moviegoers. Manwaring told Variety he sees the film as more weighted toward first-tier cities, comparing its likely city pattern with North America, where he expects top results in places such as New York, Los Angeles and Chicago.
Mainland China pre-sales for “The Odyssey” have not opened yet. Maoyan Pro noted that recent Hollywood imports “Minions & Monsters” and “Toy Story 5” each topped RMB14 million, or $2.1 million, in pre-sales, while “Project Hail Mary” exceeded RMB12 million, or $1.8 million.
Imax’s early share in Hong Kong and Taiwan has already topped 30% in both markets, with combined takings nearing half a million dollars, according to Manwaring.
Why is Imax betting on Nolan?
Manwaring told Variety that Nolan has become “bigger than any movie star” in China, with a loyal fan base built over years through films including “Memento,” “The Dark Knight,” “The Dark Knight Rises” and “Oppenheimer.”
Maoyan Pro cited “Oppenheimer” as a sign of Imax’s draw for Chinese audiences on major visual titles. The film made RMB452 million, or $66.8 million, at the mainland China box office, with Imax accounting for RMB137 million, or $20.2 million, more than 30% of the total, according to Maoyan Pro.
Manwaring also discussed the hardware chase behind the hype. He said Asia still has no 70mm Imax locations, though the company is in “very serious discussion” to bring the format to the region. China does have six mainland GT theaters, powerful laser venues from Imax’s earlier museum-focused era, which he said have become destination sites for fans.
The launch comes after Imax China reported first-half declines in revenue and profit. Manwaring attributed that to a weaker-than-expected Lunar New Year slate and a quiet April and May, especially for local-language films. He pointed to a stronger second half, citing “Spider-Man: Brand New Day,” “The Odyssey,” “Kung Fu Soccer” and Disney’s coming “Avengers: Doomsday.”
Imax China also has a backlog of just under 200 sites and is prioritizing higher-tier cities while upgrading older systems to laser, according to Manwaring. He said alternative programming, including Formula One, concerts, esports, documentaries and NBA Finals broadcasts, is also being used to bring audiences back into theaters.
This story draws on original reporting from Variety.