Is it money?

But while domestic total ticket sales are up only 2.6% this year from 2024, IMAX’s are up 16%, according to the company. Its share of domestic and global tickets are at record highs, and its total worldwide box office is on track to exceed $1.2 billion this year for the first time.

It’s money.

IMAX costs more but it also offers something you can’t get at home, so it making more money makes sense.

For me personally, IMAX is neat but not something I actively seek out. I’m willing to put in the extra effort to see a film in IMAX maybe once a year, but it has to be a film I’m really excited for. Dune? Sure. Sonic the Hedgehog? Naw.