Spider-Man: Brand New Day‘s massive start at the box office this weekend has convinced Imax to change course and split its screens in North America between Christopher Nolan’s The Odyssey and Sony Pictures‘ superhero feature starring Tom Holland and Zendaya.
That’s a change of programming strategy for Imax as Spider-Man: Brand New Day in North America will play in select digital locations from Aug. 6 and comes after the Sony Pictures tentpole in China, Japan and South Korea has so far generated $23 million in box office for the film technologies company.
Christopher Nolan has long been a strong supporter of the Imax platform, but CEO Rich Gelfond’s spidey sense evidently called for a programming change after Spider-Man: Brand New Day soared to a $355 million second-biggest opening weekend ever.
“Spider-Man has been among the most bankable superheroes at the global box office for over two decades — with the franchise delivering $365 million in Imax receipts to date — and Brand New Day is taking that legacy to new heights with its record-breaking opening weekend,” Rich Gelfond, CEO of Imax, said on Monday morning in a statement. “We believe more Spidey fans around the world will want to experience his latest adventure in Imax — and we hope to be a major driver of both new and repeat viewing for the latest hit in this incredible year for moviegoing.”
