Tickets for the IMAX screenings have already sold out—before filming even wrapped. With a budget surpassing $250 million, Christopher Nolan’s epic is generating buzz worldwide. Much of the movie was shot in Messinia, Greece, and the promotional tactics behind this highly anticipated film are nothing short of clever.

When stunt coordinator James Newman called The Odyssey “the epic of epics,” he wasn’t exaggerating. Nothing in his career compares to what Nolan is creating with this film.

The truth is, a full year before its official theatrical release, The Odyssey has already confirmed its legendary status by selling out tickets for the special IMAX screenings. And that’s not all—the film has stirred a storm of headlines, both good and controversial: from cast members expressing their excitement about being part of the project, to activist groups denouncing the film’s filming in Western Sahara’s Dakhla region, which they say supports the ongoing oppression of the indigenous Sahrawi people.

Sold Out Within Hours

Although it might seem like a marketing stunt, The Odyssey’s journey to theaters began well before shooting was finished. Every month, new tidbits about the film emerge, building anticipation. Tickets for the exclusive IMAX screenings not only sold out instantly but have already appeared on the black market.

This ticket frenzy is particularly remarkable at a time when movie theaters in the U.S. are struggling, suffering a dramatic attendance drop—about 20% compared to the last two years, and 23% since 2019.

Back to Theaters: The IMAX Factor

Streaming platforms, which audiences grew accustomed to during the pandemic, have kept many away from cinemas. The almost year-long actors’ strike didn’t help either, reducing production and keeping audiences at home.

Yet in less than a day, IMAX tickets for The Odyssey vanished—and some are being resold for as much as $200 each.

Nolan knows the only way to bring people back to theaters is to make movies built for the big screen. His devotion to IMAX technology is well known—he used it for Tenet, Interstellar, and Oppenheimer. This time, The Odyssey is the first film ever shot entirely in the IMAX format, specifically on 70mm film, a format cherished by filmmakers like Wes Anderson and Quentin Tarantino.

IMAX cameras are quieter, offer greater precision, upgraded sound processing, and superior image quality. If Oppenheimer was mostly shot in IMAX, The Odyssey is fully committed to it.

A Unique Cinematic Experience

Nolan announced a year ahead that this film is the first in history shot entirely with IMAX cameras, promising audiences who see it in specially designed IMAX 70mm theaters an immersive, almost primal experience.

But with only 16 theaters across the U.S. equipped for this format, tickets are scarce—and this scarcity partly explains why they’re hitting the black market.

IMAX executives are already considering expanding these theaters, eager to capitalize on the buzz The Odyssey has generated.

A Marketing Campaign to Match

Nolan’s move from Warner Bros to Universal came with a tightly orchestrated promotional plan. Alongside his wife Emma Thomas, Nolan is actively involved in production and strategically releasing monthly updates—trailers (some leaked intentionally), posters, cast interviews, and set photos.

The campaign presents The Odyssey not only as a visually spectacular adventure but one that appeals to both adult audiences familiar with Homer’s epic and younger viewers.

Casting Choices and Mythology

The cast was carefully selected, not only for their award-winning talent but also for their appeal across generations. While older viewers might connect with stars like Matt Damon, younger audiences are drawn to Zendaya and Lupita Nyong’o, especially after their success in the hit Dune.

Greek mythology has no age limit. Younger fans are captivated by Nolan’s portrayal of mythical creatures like the Cyclops, Sirens, Scylla, and Charybdis, which, according to Nolan, have never been depicted like this before. Advanced special effects bring these legendary figures and locations to life.

Many scenes were filmed in Messinia, specifically Voidokilia Beach—a perfect stand-in for one of the countless shores Odysseus visited on his journey.

Sneak Peeks and Star Power

Photos have been scarce but tantalizing, including shots of Matt Damon as Odysseus. A striking poster features a simple ancient Greek statue with the provocative tagline “Defy the Gods”, suggesting Odysseus is the first mortal to truly challenge the gods—and win.

The first trailer showed a memorable scene where Telemachus, played by Tom Holland, sheds a tear. Holland is one of the few actors allowed to give full interviews, and he’s praised the experience as the best of his career—highlighting the unique working relationship with Nolan and his team.

What the Cast Thinks

Tom Holland described the project as “amazing” and “the best work of my life,” praising Nolan’s distinct directing style and the camaraderie on set.

He spoke highly of his co-stars—Matt Damon, whom he views as a heroic figure, and Anne Hathaway as Penelope—and praised the crew for making the set a joyful place to work.

Meanwhile, Charlize Theron’s Calypso, Lupita Nyong’o’s unexpected Clytemnestra, Zendaya’s Athena, and Robert Pattinson’s Poseidon have already sparked excitement.

Controversy and Anticipation

The biggest controversy hasn’t come from expected places like Ireland, Los Angeles, or even Greece, where locals warmly welcomed the production. Instead, it’s from organizations opposing Morocco’s occupation of Western Sahara, criticizing Nolan’s decision to film there as tacit approval of exploitation and occupation.

Looking Ahead

With filming wrapping up, The Odyssey is set for a summer 2026 release—specifically, July 17th—with hopes to break box office records worldwide.

If all this excitement is any indication, Nolan’s The Odyssey is shaping up to be a historic cinematic event, promising a blend of breathtaking technology, epic storytelling, and cultural resonance unlike anything audiences have seen before.