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A storm of online queues, crashed ticketing pages and lines around city blocks greeted fans after IMAX 70mm seats for Dune: Part Three went on sale. The scramble revealed how rare projection formats and high demand collide to create chaos, from virtual waiting rooms to scalpers listing seats for hundreds.
Online systems overwhelmed as demand surged
When IMAX 70mm tickets opened for sale, major ticket platforms struggled to keep up. Users reported intermittent site errors, long hold times and queues that moved at a snail’s pace. Many compared the experience to high-profile concert drops rather than a movie purchase.
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Industry sources say traffic volumes climbed dramatically, far beyond typical blockbuster releases. Executives noted the burst of simultaneous users taxed back-end systems and payment gateways.
What fans experienced
- Pages timing out while selecting seats.
- Virtual waiting rooms with long estimated wait times.
- Intermittent availability that vanished within minutes.
Real-world lines: Lincoln Square became ground zero
In New York, the Lincoln Square AMC — home to one of the country’s largest IMAX screens — saw fans camp out before dawn. Reports and photos on social platforms showed queues stretching around the building.
Some customers bought multiple tickets in a single transaction. Social posts claimed one buyer purchased dozens at once. The scene underscored that the rush was not just digital.
Resale activity explodes; policies clash with market
After the sellouts, secondary marketplaces filled with IMAX 70mm listings. Prices quickly spiked, with some seats offered for hundreds of dollars above face value.
AMC’s terms prohibit resale above face value, but enforcement details remain unclear. Requests for comment on how the chain polices ticket flips received delayed or no public replies.
Why IMAX 70mm matters to audiences and studios
Part of the frenzy comes from the scarcity of IMAX 70mm-capable venues. Only a small number of auditoriums worldwide can project this format.
- Worldwide IMAX 70mm locations are limited to a few dozen venues.
- A majority of those are located in the United States.
- The format delivers a larger frame and heightened image depth.
Directors and studios have leaned into this rarity as a marketing edge. Films shot or presented for IMAX 70mm are often promoted as requiring that format for the fullest experience. That messaging turns a screening into an event.
Creative choices and format prestige
Filmmakers known for embracing large-format photography amplified the conversation. One director described the format as the optimal way to view his film. Studios echoed that sentiment, framing IMAX 70mm as the medium closest to a director’s intent.
Eventized releases and premium-format promotions
Studios have staged special previews and trailers exclusively in premium formats. For some recent blockbusters, certain footage only screened at IMAX 70mm showings.
These tactics drive urgency. Fans who want the definitive version feel compelled to secure scarce seats quickly.
Demand dynamics: scarcity, prestige and FOMO
The combination of a limited supply and heavy promotion creates a feedback loop. Scarcity amplifies desirability. Desirability increases traffic. Increased traffic leads to system strain and resale opportunism.
- Limited seats make each showing feel rare.
- Director endorsements raise perceived value.
- High-profile previews concentrate interest on specific screenings.
For many viewers, how they watch the film matters as much as seeing it. That shift transforms a movie ticket into a sought-after experience.
Dune: Part Three is scheduled to open in theaters on Dec. 18.
