‘Spider-Man,’ ‘The Odyssey,’ and the summer of movie screen maximalism

This summer has seen a resurgence in the theatrical box office, with two major releases, Sony's Spider-Man: Brand New Day and Christopher Nolan's The Odyssey, making a significant impact. The latest Spider-Man installment has made an impressive $360 million domestically and $932 million globally, while The Odyssey has grossed over $460 million in the U.S. and broken the $1 billion mark worldwide.

What sets these movies apart is their utilization of premium formats. Spider-Man attracted $31 million of its opening weekend from ScreenX and 4DX theaters, which offer immersive experiences such as 270-degree panoramic views and various sensory effects. The Odyssey, on the other hand, has been a hit in IMAX, particularly in 70mm, which only has 41 screens worldwide and has been extended due to high demand.

The success of these premium formats is evident, with grosses from ScreenX and 4DX theaters increasing by 47% in North America for the first half of 2025 compared to the previous year, according to Comscore data. Overall, domestic box office revenue is up 15% year-over-year, reaching $6.2 billion as of August 2, 2025.

Spider-Man is the first movie produced under the "Shot for ScreenX" initiative by CJ 4DPLEX, a South Korean cinema technology company. Director Destin Daniel Cretton collaborated closely with CJ 4DPLEX to capture certain sequences using a dual-camera setup during production. ScreenX, which has been around since 2012, gained popularity after the 2018 Queen biopic Bohemian Rhapsody showcased its capabilities.

CJ 4DPLEX Americas CEO Don Savant attributes the format's success to its ability to provide an experience that cannot be replicated at home. He emphasizes that ScreenX allows viewers to feel Spider-Man's Spidey senses and immerse themselves in the movie from the superhero's perspective.

Looking ahead, CJ 4DPLEX is optimistic about the growth of ScreenX, with over 450 theaters worldwide and plans for major releases like Marvel Studios' Avengers: Doomsday. However, Savant stresses that the company's focus remains on enhancing the cinema experience compared to home viewing, aiming to drive audiences back into theaters.