The Rising Dominance of IMAX in Modern Cinema

Tom Cruise made a unique demand for his newest “Mission: Impossible” installment: he requested that IMAX screens exclusively show his film for a three-week period, a rare arrangement in the industry.

To secure this deal, Cruise personally contacted IMAX’s CEO, Rich Gelfond, who also had his own stipulations. Gelfond insisted that all premieres, press events, and influencer screenings for the film take place in IMAX theaters. Additionally, he sought Cruise’s public endorsement of IMAX during the global press tour for the movie’s debut weekend.

Gelfond recounted jokingly, “I told Tom, ‘No matter what question the press asks, your answer has to be IMAX.’ Like, ‘What’s your favorite scene?’ ‘IMAX.’ He agreed to it.”

This exchange reflects the new reality in Hollywood: even top-tier stars must collaborate closely with theater brands to maximize a film’s theatrical presence.

With in-person movie attendance declining and streaming audiences expanding, IMAX stands out as a thriving segment of the theater business. Founded in Toronto, IMAX offers audiences a heightened cinematic experience through oversized screens, enhanced audio, and stadium seating that places viewers closer to the action. The company operates 416 locations across North America and 1,322 internationally. Although IMAX screens represent just 1 percent of all global movie screens, they often generate a disproportionate share of box office revenue, thanks to premium ticket pricing and strong audience turnout.

Recent box office data highlights IMAX’s impact: in the past two months, IMAX screenings contributed $39 million to the global earnings of “Sinners” (out of $321 million total), $30.6 million for “The Minecraft Movie” ($930.1 million total), and $30.5 million for “Thunderbolts*” ($330 million total). Both “Thunderbolts*” and “Minecraft” were shown in IMAX theaters for two weeks, while “Sinners” extended its run to nine locations for a third week.