Adrian Ford didn’t leave the theater after watching The Odyssey in IMAX. Instead, the moviegoer and Reddit reviewer behind the account “4DX Reviewer” walked straight into another screening—this time in 4DX—because sound alone made the trip worth repeating. “It was just something that you can’t really get anywhere else,” Ford told Fortune.
Ford was far from the only one willing to pay for the experience, in a way that has Hollywood reexamining its prior assumptions. Only around 40 theaters worldwide can project true IMAX 70mm film, and tickets for Christopher Nolan’s epic went on sale a full year before release, with even 3 a.m. showings at New York’s Lincoln Square IMAX selling out completely.
