Both Avengers: Doomsday and Dune: Part Three are sticking with their December release dates. With both films releasing on the same day, this has created a problem for IMAX, which has had to choose which of these two huge blockbuster releases to screen in its theaters.
The decision eventually went to Dune: Part Three, with the conclusion of the Dune Trilogy receiving an exclusive three-week IMAX theatrical window. In addition, the film will also be screened in IMAX 70mm theaters. This decision makes sense, as Dune: Part Three was filmed with a combination of IMAX 70mm and IMAX digital cameras.
As for Avengers: Doomsday, Marvel Studios is reportedly pushing for other premium and large-format releases for the film. These include a push toward formats such as D-Box, Dolby Cinema, and 4DX.
Disney’s push towards other non-IMAX premium formats comes as many in the theater industry question the choice to release two blockbuster tentpole releases simultaneously. In an interview with The Wrap, an anonymous theater owner spoke about his concerns over the release of both films, saying:
“I’m a firm believer with tentpole movies that if they build a strong enough audience, that audience is going to find a way to see the movie in theaters even if there’s other movies they want to see on screens at the same time. If either of those movies make less than we expect, I think it will be a word-of-mouth issue, not a competition issue. But I’m optimistic that people will like both movies.”
Audiences will have to see how both studios choose to navigate this interesting double film release, which has been termed “Dunesday” by many on social media, when both Dune: Part Three and Avengers: Doomsday release in theaters on December 18th
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