The FOMO of not seeing The Odyssey in 70 mm IMAX
In late July, Universal and IMAX extended 70 mm IMAX showings of The Odyssey through mid-September. In New York City, these screenings basically sold out immediately, save for a few seats in the front row. People trekked to AMC Lincoln Square 13 — one of only 25 theaters in the US, 41 in the entire […]
The desire to witness Christopher Nolan's latest film, The Odyssey, in its intended 70 mm IMAX format has become a cultural phenomenon, with people willing to go to great lengths to secure a ticket. In late July, Universal Pictures and IMAX extended the screenings through mid-September, but these showings quickly sold out, leaving eager fans waiting in long lines at select theaters.
The exclusivity of these screenings has created a sense of FOMO (fear of missing out) among moviegoers, who are eager to experience the film in a format that Nolan intended.
Paul Hardart, a professor at NYU Stern School of Business, explains that the demand for The Odyssey in 70 mm IMAX is a result of the collision between scarcity and high cultural value. After the pandemic, people have become less frequent attendees of movies, making the promise of an exceptional experience all the more enticing. By seeing the film in 70 mm IMAX, moviegoers can not only enjoy a great work of art but also boast about their exclusive experience to others.
Jared Watson, an assistant professor of marketing at NYU Stern, introduces the concept of signal theory, which explains how people use possessions and experiences to communicate their status or desirability. Social media has amplified the visibility of these signals, making the desire for exclusive experiences even more powerful.
The scarcity of 70 mm IMAX screenings increases the social value of the experience, as people are motivated by the anticipation of being among the select few who have witnessed the film in this format.
Ginger Pennington, an associate professor at Northwestern University, adds that the pleasure derived from obtaining something before others has a higher intensity than the pleasure of actually possessing it. This anticipation, combined with the desire to demonstrate one's coolness or exclusivity, drives people to wait in long lines and pay extra for tickets.
The limited availability of 70 mm IMAX screenings ensures that the social currency associated with this experience remains high, as it becomes increasingly difficult for others to attain. Ultimately, the allure of seeing The Odyssey in 70 mm IMAX lies in the excitement of being part of an exclusive group and the thrill of experiencing a cultural milestone before anyone else.
Written by urgent.news from Vox's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
