IMAX 70mm scarcity drives ticket frenzy and technical outages

High demand for premium large-format cinematic experiences is creating significant logistical challenges and ticket scarcity. The upcoming release of ‘Dune: Part Three’ has triggered massive presale rushes, leading to technical outages for theater chain apps and long physical queues at locations such as AMC Lincoln Square in Manhattan.

A primary driver of this frenzy is the limited availability of IMAX 70mm screenings. With only approximately 25 to 30 theaters in the United States capable of supporting this format, a bottleneck has formed between massive cultural demand and specialized technical infrastructure. This scarcity has fueled a surge in ticket scalping on secondary markets like StubHub and eBay, where tickets are often auctioned at significant premiums.

Industry analysts note that while the secondary market causes frustration for fans, the ‘event cinema’ model relies on this perception of scarcity to maintain brand prestige. AMC Theatres CEO Adam Aron issued an apology via social media regarding the technical difficulties faced during the ‘Dune’ launch, stating, ‘We thought we were ready, but we weren’t.’