IMAX China is seeing stronger demand for premium cinema formats as moviegoers become more selective about the films and experiences worth leaving home for, as reported by Bloomberg. IMAX China CEO Daniel Manwaring said audience demand remains strong, but expectations have risen, with viewers increasingly willing to seek out the best available viewing experience when a film offers something distinctive.
The trend is reflected in IMAX’s recent performance across Greater China. The company generated a record $407 million in box office in 2025, up 6% from its previous record, while its market share reached 5.6% despite operating on less than 1% of the region’s cinema screens. IMAX also expanded its network to approximately 810 screens across more than 220 cities, as major cinema chains increasingly upgrade existing premium halls rather than relying solely on new cinema construction.
Christopher Nolan’s The Odyssey has provided another powerful demonstration of the premium format opportunity. The film generated $19.3 million from its IMAX China debut, accounting for 53% of its total Chinese box office at the time despite IMAX screens representing only about 1% of the country’s total screens. Preview screenings also recorded a 94% average occupancy rate, highlighting the willingness of audiences to pay for a more immersive theatrical experience.
The shift is significant for China’s wider cinema industry, where premium large format auditoriums are capturing an increasing share of box office even as overall cinema growth becomes more challenging. Industry data shows premium formats accounted for 9.4% of China’s total box office in 2025, their highest share in five years, reinforcing the growing importance of screen quality, immersive technology and event driven releases in attracting audiences.
