Dune: Part Three Sells Out Limited IMAX 70mm Screenings Months Before Release – The Eventification of Moviegoing
Hey everyone, Jack Drees here! My most anticipated movie of 2026 is Christopher Nolan’s “The Odyssey,” based on Homer’s epic poem of the same name. You may remember nearly 9 months ago, tickets went on sale for some of the movie’s IMAX 70mm screenings. And by sheer luck, I managed to grab a ticket for the first show in Fort Lauderdale, Florida when the movie opens this July.
Naturally, Warner Brothers must have seen this and decided to follow suit with another film I am looking forward to… “Dune: Part Three.” Around noon on the east coast, which is where I live, a list of theaters were selling tickets for the movie. I had very little notice to buy tickets, but I was scrolling on Instagram and saw a couple posts suggesting that tickets were going to go on sale in a half hour. Not next week, not the next day, but literally the next half hour. So, I go through the list of theaters and make a game plan… Opening multiple tabs, having different devices out… I was ready. After checking a couple websites, I go to IMAX’s official site and click on a link that brings me to the AMC Lincoln Square 13 in New York, New York… And lone behold… Tickets went on sale minutes before their scheduled time at 12 p.m.. So, I click on the 7 p.m. show for Friday, December 18th.
For the first time in my life, I had to go through multiple seat selections just to get something that will take me to the landing page. It took me three tries, and knowing how many seats were sold already, I am shocked the count was not higher. And if someone can get Hans Zimmer on the phone to play some victory music, that would be amazing! Why? Because I got my tickets! …And so did everyone else in the world, apparently. Less than a half hour after I buy the tickets, I check the “view” tab on my screening, and it says the show sold out. And so did other showtimes! Keep in mind, I bought tickets for Friday. There was also a show being held the day before that I had no idea about. When I checked AMC’s site originally, I did not see a listing for it. Not that I am complaining. Friday is still quite early in the release schedule and I am sure the crowd going to see it Friday will be just as enthusiastic as the crowd going the night before.
My theater is not alone. For this push, 19 IMAX theaters were selling tickets. Only two are located outside of North America. More than seven hours after tickets went on sale, most of these theaters say they “sold out” on IMAX’s website. All of these theaters were selling one show per day from opening Thursday to the following Sunday. Since buying my tickets, more showtimes have been added, and those are already selling too.
Though my ticket-buying experience makes me wonder if we are seeing a shift in how movie tickets are sold. Between “Dune: Part Three” and “The Odyssey,” buying movie tickets, in certain regards anyway, is starting to feel like buying concert tickets. The concept may not be resemblant to every concert, but these past couple of instances of buying tickets felt like the cinephile’s equivalent to scoring seats for Taylor Swift’s The Eras Tour a few years back. Between how early the tickets are going on sale, the specific venues that are allowing tickets to sell immediately, the fact that people like me are fighting to get the seat they want, as well as the price… These are not only hottest tickets in town, but buying one almost guarantees jealousy from others who did not acquire theirs in time. That is, if you choose to keep the ticket. There are already some users online selling them for several times their original price. Morons.
I bought two tickets for my screening at the AMC Lincoln Square 13. Each ticket cost me $30.49. It would have cost me more if my AMC Stubs memberships did not cover my convenience fees. Sadly, this film is excluded from my A-List reservations, but in actuality, I do not mind it that much. If anything, it saves me the trouble from having one less slot I can use for the next 8 months. For the record, the price is not that much different from what I would pay now for an IMAX movie at the same location. Not to give AMC any ideas, but I am a tad surprised the cost is not higher.
The reason why I say that is because not only is Lincoln Square home to one of the biggest IMAX screens in the country, but due to it being in New York City, I would expect the price to be more than some of the other markets selling tickets early. Yet to my surprise, there are a few less populated areas that are selling the same experience, but charging more money for it.
I was going through X, and found a couple of people posting about the prices some of these theaters were charging…
Including one in Nashville, Tennessee…
As well as another located about 35 miles away from Atlanta, Georgia…
I should also note, both of these are Regal locations. I am noticing a trend here…
In fact, since the theaters have added more showtimes, it has only given me a smidge more material to work with for this post. I checked a 10:45 p.m. showtime for the Regal in King of Prussia, Pennsylvania. This theater probably would have been my backup if I could not get into Lincoln Square as the distance is somewhat drivable from home, and the fact that I have always wanted to check out the King of Prussia Mall. Though I likely saved myself a hassle, as tickets are $50 a pop.
Meanwhile, a Cinemark that is somewhat drivable from home, located in Rochester, NY, is also listing early showtimes. Having checked an 11 p.m. show on opening Thursday, they do not seem to be showcasing the same level of greed as Regal, considering how tickets are half the price at $25.
The pricing for this event does appear to be a bit out of control, especially when you consider that a ticket for an evening IMAX show set around the same timeframe for both Nashville and the Mall of Georgia is typically around $30 for adults. If I were to go see “The Super Mario Galaxy Movie” this week during the evening, that is how much I would pay just for a single ticket prior to fees. As much as I do not mind the trend of premium screenings selling tickets early, I do think there is a limit on how high one of these screenings should be priced. $40 for a movie ticket in 2026 feels like overkill. $50 is just outrageous.
I have paid 50 bucks for a movie ticket before, but I felt that price was somewhat justified as the director of said movie showed up to introduce the screening and stay after to do a Q&A. By the way, the screening was for the 25th anniversary of “Dogma,” and getting to see Kevin Smith before and after was a complete blast. This was a standard 2D screening, but it had a unique luxury on top of it.
I have a feeling that should we continue to do events like these, theaters could end up taking advantage of their customers and make them spend more money than perhaps one realistically should on something as simple as a movie. And that is important to note. I have no problem spending a good chunk of money to see a comedy show or a baseball game, because you are witnessing the event live. Movies are on a screen, therefore you are not watching real people. It does not make as much sense to charge $10 more than what a typical ticket would cost around an identical timeframe in the same auditorium, even if the detail on the screen is going to be incredibly lifelike.
Interesting enough, if I were to see “The Super Mario Galaxy Movie” this week during the evening at Lincoln Square’s IMAX, where fate decided I should have a “Dune: Part Three” ticket waiting for me, I would be paying $30.49 for the adult tier. That is the same price as a single ticket for “Dune: Part Three.” It gives me the sense that Regal is jacking up the price on purpose… Again, going back to the eventification of moviegoing, this shows that even if a movie theater charges a higher price, someone will pay it just to be in the building. In fact, my backup option if Lincoln Square sold out was to buy a ticket at the Regal in King of Prussia, Pennsylvania. But knowing myself as an IMAX fanboy, there is a good chance I would have paid whatever the ticket cost just to get my hands on it.
The $30.49 ticket price packs quite a bit into it. In addition to being part of one of the first audiences to experience “Dune: Part Three,” we are watching it in IMAX 70mm, one of clearest formats of all time. Any instance in which I can see something on one of the clearest formats of all time, I will most definitely take. There are very few theaters in the world with capable, working equipment to make this possible. The film is also shot on IMAX technology, including IMAX film. The screen is one of the largest in the country. There will be no trailers before the movie starts, which for AMC is almost unheard of. For my commitment, the theater is giving me a collectible filmstrip. The theater is giving a lot for 30 bucks. I would not pay that much for a movie each and every day, but I would for something like this.
Going back to what I said earlier about the “Dogma” screening and how cool it was to see Kevin Smith there, if we really want to eventize these screenings even further, here is an idea… Have the stars show up. Granted, these are 19 locations in different parts of the world, so it may not be possible for this to happen. But in theory, it would be cool to be welcomed to “Dune: Part Three” on opening weekend by Zendaya or Denis Villeneuve or Robert Pattinson. It is almost like a reward for buying tickets early.
Between “The Odyssey” and “Dune: Part Three,” movies are truly becoming much bigger events for yours truly then they have ever been. Granted, I have gone to press screenings and premieres in my area. I have been to screenings where celebrities show up. But these two movies have gotten me to consider crossing state lines just to watch them. I am flying to Florida in July. FLORIDA. IN JULY. Just to watch a movie. I think air conditioning is going to be my best friend when that time arrives. These are more than adventures to catch flicks. These are practically turning into vacations. Heck, since I am seeing “Dune: Part Three” a week before Christmas, I am already debating on what time would be best to visit Rockefeller Center to check out the big Christmas tree.
Could I watch these movies closer to home? Perhaps. In fact, I live 10 minutes away from the largest IMAX in New England, located at Jordan’s Furniture in Reading, Massachusetts, which is an amazing place to see a movie. …But it is not currently 70mm capable. If I waited months to buy tickets there, I would not be mad at myself. In fact, I would be excited. That theater is amazing and it would be fun to see something as hotly anticipated as “Dune: Part Three” there. But this screening is getting me more excited by the minute. It feels electric just knowing that I am going to be in a room with a group of people who are likely just as committed to seeing this film as me.
To add even further excitement… Unless Disney decides to change their mind, “Avengers: Doomsday,” which could end up making $2 billion at the box office, even without IMAX screens, releases the exact same day as “Dune: Part Three,” thus inspiring the term “Dunesday.” If both Warner Brothers and Disney are committed to this event, it is possible that we could witness the biggest moviegoing weekend in history. Now that I have my ticket for “Dune: Part Three” it makes me wonder when exactly I should plan to buy a ticket for “Avengers: Doomsday.” Should I do a screening the same day hours before? Should I do it the day before? It would let me easily avoid spoilers. Should I watch that film closer to home? I still have not figured out how I am getting to New York, so we shall see what happens. Part of me thinks deep down that “Dunesday” could end up hurting both “Dune” and “Avengers.” But after seeing the response “Dune: Part Three” is getting months before release with these ticket sales and the first trailer, I think this less diverse edition of “Barbenheimer” could pay off for both parties.
“Dune” and “Dune: Part Two” are movies that have given me some fond memories upon watching them, so it is no surprise that I am looking forward to “Dune: Part Three,” no matter how I see it. That said, I am thrilled to experience the film the way the director intended. Judging from what has been shown so far and the track record of the previous installments, I would not be surprised if this ends up being a Best Picture nominee at the next Academy Awards. Until then, if anybody else already has their “Dune: Part Three” tickets, congratulations! Maybe I will see you at Lincoln Square. Much like Paul Atreides’ promise at the end of “Dune: Part Two,” I am sure that IMAX and Warner Brothers are going to lead me to paradise this December. I cannot wait.
Thanks for reading this post! As a reminder, be sure to check out my latest episode of Movie Requests! This is a brand new series where I take movie suggestions from celebrities and talk about them. The latest episode features “Clerks” actor Jason Mewes. Check it out, give it a like, and if you want to see more videos in the series, consider subscribing to my YouTube channel!
My next review is coming later this week, and it is going to be for “Ready or Not 2: Here I Come.” I love the first “Ready or Not” to death, so it should not be a surprise that I eagerly awaited the sequel. I will share my thoughts on it soon. If you want to see more from Scene Before, follow the blog either with an email or WordPress account! Also, check out the official Facebook page! I want to know, did you get tickets for “Dune: Part Three?” Where and when are you seeing it? And how much did you have to pay? Also, if you are a scalper, please find something better to do with your time. Scene Before is your click to the flicks!
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