Overview
- On Tuesday, Aug. 18, Warner Bros. and IMAX released a new teaser and a ticket wave that put IMAX, IMAX 70mm and other premium-format seats on sale for early 'Dune Insider' screenings.
- The release produced heavy demand that caused long digital queues, site and app crashes at major sellers including AMC and Fandango, and in-person lines at theaters, with AMC’s CEO saying traffic briefly reached roughly three times the volume of a prior blockbuster launch.
- IMAX confirmed technical details for the film’s presentation, saying Dune: Part Three was shot with IMAX-certified digital and film cameras and will include 71 minutes of expanded-aspect IMAX sequences plus a dedicated IMAX sound mix.
- Availability of IMAX 70mm is extremely limited — only a few dozen U.S. venues — which led to rapid sellouts and early resale listings for high prices, intensifying consumer frustration and fear of missing out.
- The studio has scheduled early IMAX showings the week of Dec. 14 with a worldwide opening on Dec. 18, a release that box-office watchers say sets up a major holiday weekend battle with Avengers: Doomsday and is likely to keep pressure on exhibitor ticketing systems unless fixes are completed.