Sinners, a blues-soaked horror film set in 1930s Mississippi, was preemptively tagged by many film industry insiders as an inevitable flop. But it became a word-of-mouth sleeper hit that continues to draw huge audiences globally, weeks after its release.
On its opening weekend, premium screening formats such as in Imax cinemas accounted for 45% of the film’s ticket sales. Indeed, Imax technology has been central to the marketing of Sinners.
Trailers declared that the film was “shot with Imax cameras” and its cast and crew have discussed their experiences working with this technology in interviews. Director Ryan Coogler even takes us to film school in a ten-minute video where he talks about his love of physical film reels, explaining the differences between seeing Sinners in different aspect ratios – particularly Imax.
