08-10-2026EXPERIENCE ECONOMY

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

With moviegoers lining up for formats like IMAX and ScreenX, cinemas are returning to their original promise: give them something they can’t get at home.

[Photo: Beata Zawrzel/NurPhoto via Getty Images]

Could Spider-Man and Odysseus singlehandedly save the theatrical box office? Maybe not........

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