After the smash hit of “Dune: Part Two,” which flew past a $600 million box office boom, the surprising successes of “Godzilla x Kong: The New Empire” and the startlingly solid debut of “Ghostbusters: Frozen Empire,” it seems as though science fiction is taking Hollywood by storm. 

Despite the trend of declining movie theater attendance, certain films have managed to defy expectations and draw audiences back to the big screen. Upon the release of “Dune: Part Two,” IMAX Chief Executive Officer Rich Gelfond said, “You can’t get a ticket until three weeks from now,” a testament to the overwhelming demand for the film’s theatrical experience. The success of “Dune: Part Two” offers a glimpse into where Hollywood and movie theaters might be headed: IMAX screens, Dolby surround sound systems and other premium offerings — the things that streaming services just cannot compete with. 

In the wake of blockbuster hits like “Avatar: The Way of Water,” “Top Gun: Maverick” and “Oppenheimer,” “Dune: Part Two” proves yet again that audiences still crave experiencing cinema in the theaters, but it takes a particular kind of movie to get them into seats. Theaters can no longer simply offer a movie; audiences want to witness the deafening explosion in “Oppenheimer,” the blood-pumping fighter jet scenes in “Top Gun: Maverick” and the chilling war cries of Paul Atreides in “Dune.” Audiences want to be fully immersed in a story so they can feel like they are a part of it, a feeling only premium formats can offer. 

Advertising movies as must-see events is nothing new, but with films like “Oppenheimer” and “Dune: Part Two,” studios have capitalized on the trusted reputations of their auteur directors, the sheer spectacle of the films themselves and more recently, the allure of enhanced screening formats like IMAX. These enhanced formats drive audiences to theaters in vast numbers, making them appear to be the primary driving factor in attendance for such visually spectacular films. 

Although the total 2023 box office sales were down more than 20% compared to levels prior to the COVID-19 pandemic, premium ticket sales increased by more than 10% over pre-pandemic levels. Examining what movies seem to be doing well in today’s theaters, most of the top films involve action. It seems as though giant monsters fighting on the big screens are exactly the kind of spectacles that people are willing to pay top dollar for. Films like “Godzilla x Kong: The New Empire” have demonstrated that audiences are eager to witness larger-than-life battles and breathtaking visuals in premium formats like IMAX, even if it means spending upwards of $20 per ticket. And, due in large part to the critical and commercial success of “Oppenheimer,” 2023 was the second highest grossing year for IMAX in the company’s history, raking in a mindblowing $1.06 billion worldwide from movies playing on its large-format screens, according to Variety. 

This jump in revenue for IMAX has led to the building of nearly one hundred more IMAX screens across the world. “Dune: Part Two,” which, like “Oppenheimer,” has been marketed as “Filmed For IMAX,” also benefited from this audience interest. Approximately $100 million of the more than $600 million “Dune: Part Two” has earned is from IMAX screenings alone. 

Even less visually impressive films like “The Super Mario Bros. Movie” drew substantial audiences to premium formats. About 35% of the $204.6 million the animated film earned in its first five days was from large-screen and 3D formats, according to Universal Pictures. This trend suggests that the IMAX experience has become just as much about the fandom and filmgoing experience as it has about the picture and sound quality.

Although streaming services have gained popularity in recent years, Hollywood and movie theaters are working hard to keep up. By focusing on premium formats such as IMAX and Dolby Cinema and delivering visually spectacular, immersive experiences that a computer screen could never compete with, theaters might just have a chance of survival. The responsibility of a filmmaker seeking to create a top box office film is to produce spectacle-driven scenes that demand to be seen in the highest quality possible. The future of movie theaters may lie in the hands of those who can continue to deliver such unforgettable experiences, reminding audiences of the wonders of the movie theater.