What changed in IMAX's exhibition plan
IMAX has revised its North American schedule so that Spider-Man: Brand New Day begins playing in select digital IMAX locations on August 6, roughly a week after the Tom Holland-led superhero film's worldwide theatrical debut. The revised plan carves out space on the digital network for the Sony Pictures and Marvel release while preserving premium-format commitments already in place for Christopher Nolan's The Odyssey. IMAX confirmed the split allocation after Brand New Day's opening weekend performance, allowing both titles to share the company's North American digital footprint.
Why Brand New Day reached IMAX a week late
The delayed premium-format rollout stems from IMAX's existing exhibition commitments. The Odyssey had secured an exclusive run across IMAX's domestic network for three weekends, blocking Brand New Day from premium screens during its opening days. With that exclusive window now ending, the Sony and Marvel film is expanding into IMAX locations, though The Odyssey is not disappearing entirely from the premium chain.
The Odyssey's continued IMAX presence
The Odyssey will retain all 41 IMAX 70mm film locations worldwide even as Spider-Man joins the digital network. The film is scheduled to remain in IMAX venues through at least September 17, with further international debuts planned in South Korea and China during August and in Japan in mid-September. The arrangement preserves large-format film presentations of Nolan's historical epic while digital IMAX venues begin accommodating both releases.
International rollout and Indian market gap
IMAX reported strong international box office results for Spider-Man: Brand New Day alongside the North American schedule change. However, the IMAX rollout remains limited to select international markets, with India excluded from the premium format. Sony Pictures India announced that Brand New Day will be available in formats including 2D, 3D, 4DX 3D, ScreenX, Dolby Cinema, ICE 3D, MX4D, P[XL], and BIGPIX, but not IMAX.
What remains uncertain
IMAX has not confirmed additional changes to the exhibition schedule beyond the announced rollout, and both films are expected to continue playing across different parts of the global network as their theatrical runs progress. Specific U.S. IMAX dates for Brand New Day are described as beginning August 6 in select digital locations, with the expanded rollout described in one report as beginning August 7. The sources attribute the U.S. start to August 6 and a broader IMAX opening to August 7 without resolving the day-to-day scope.
Share this article
