Imax to raise ticket prices as Odyssey resales hit $1,000

Imax Corp. Chief Executive Officer Rich Gelfond said the company will raise ticket prices after tickets for Christopher Nolan's "The Odyssey" — the first full-length feature shot entirely with Imax cameras — began reselling for as much as $1,000 on secondary markets.

"The demand we're seeing for 'The Odyssey' is unlike anything we've experienced," Gelfond said in an interview. "When people are flying across the country to see a movie in our format, it tells us we're not charging enough for the experience we're delivering."

The price hike comes as Imax reported higher second-quarter revenue and profit, fueled by what the company described as a "premium screen gold rush." Moviegoers have shown an increasing willingness to pay a premium for large-format experiences, with "The Odyssey" serving as the strongest validation yet of that trend. The film, Nolan's first since the Oscar-winning "Oppenheimer," has generated sellout crowds at Imax locations nationwide since its release.

The move signals that Imax sees an opportunity to capture more of the value its premium format commands. The $1,000 resale price for "The Odyssey" tickets — more than 10 times the standard Imax ticket price of about $25 to $30 — suggests significant untapped pricing power. Imax's stock has benefited from the growing enthusiasm around its format, with the company's shares rising alongside the broader wave of demand for premium theatrical experiences that has lifted the entire cinema sector.

This article is for informational purposes only and does not constitute investment advice.