IMAX CEO reveals why mass 70mm projector production is impossible

The Epic Quest for IMAX: When Art Meets Industrial Reality

When Christopher Nolan sought to translate Homer’s epic poem into cinematic reality, he didn’t just aim for an epic story; he aimed for an epic format. His vision for The Odyssey was ambitious: making the film a complete immersion experience by shooting it 100% with IMAX cameras. This quest quickly became a high-stakes challenge for the entire film industry, testing the boundaries of what is logistically possible in cinema.

IMAX CEO Rich Gelfond, who oversees the format, initially questioned whether such a massive undertaking was feasible. However, Nolan’s proposal—to create the first feature film shot entirely on IMAX film—presented an irresistible challenge. It became a litmus test for the technology and the physical limitations of true large-format cinema.

The demand for this authentic format is palpable. Audiences are eager to experience the genuine, expansive quality that 70mm IMAX provides. This thirst has fueled massive demand, with tickets often selling out quickly and enthusiasts even embarking on road trips to find theaters offering this unparalleled presentation. Films like Christopher Nolan’s Oppenheimer and other high-profile releases have further amplified the heat for the IMAX experience.

But chasing the ideal cinematic vision is far more complex than simply installing a new projector. The true difficulty lies in the logistics and economics of deploying true 70mm IMAX theaters across the country. Gelfond explained that meeting this demand runs up against significant logistical hurdles.

The cost of operation is staggering. Installing these specialized projectors requires massive infrastructure—not just the equipment itself, but also complex logistics like specialized film prints, heavy-duty lifts, and dedicated projection booths. These requirements make the investment exceptionally difficult to manage efficiently.

When looking at the financial picture, the reality proves that there is a finite number of locations that can sustain the economics of this high-end format. To achieve profitability for such specialized venues, long playtime becomes an absolute necessity. As one industry leader noted, while playing for a longer duration helps make the numbers work, mass production isn’t feasible simply because there aren’t hundreds of viable places to build these specialized theaters.

Ultimately, the pursuit of truly massive, authentic cinematic experiences is a fascinating blend of artistic ambition and industrial reality. It highlights the delicate balance between pushing creative boundaries and navigating the complex logistics of building the future of film presentation.