Christopher Nolan refused to stream The Odyssey for at least 100 days, and it delivered his biggest opening ever: 264.1 million dollars worldwide.
He made scarcity the product. If you want it, you go to the theater or wait until November.
- Worldwide opening of 264.1 million dollars, a career best, plus 124.5 million at home.
- Premium large formats, the IMAX and 70mm screens, were 53 percent of the domestic gross.
- An A CinemaScore and a 97 percent audience score are turning word of mouth into a long run.
- The catch: only a director with Nolan's clout can force a 100-day window, so nobody can just copy it.
The theatrical event still has value when someone earns the right to protect it.
