The Impact of Traditional Film on Oppenheimer’s Success

During the Oscars, Oppenheimer producer Emma Thomas took the time to thank not only the director Christopher Nolan and Universal Pictures, but also Rich Gelfond, the CEO of Imax Corp. This recognition of Imax’s contribution to the film’s success shed light on a traditional aspect of its blockbuster run: celluloid film.

Hoyte van Hoytema, the Cinematography winner for Oppenheimer, emphasized the importance of shooting on celluloid film in his acceptance speech. He urged aspiring filmmakers to explore the use of this legacy format, highlighting the visual superiority and ease of working with celluloid.

Oppenheimer made history by featuring the first black-and-white sequences ever shot with large-format Imax equipment. With Christopher Nolan’s dedicated following among cinephiles and the tech-savvy audience, Imax contributed significantly to the film’s box office success, generating $183.2 million in revenue from Imax screens alone.

The success of Oppenheimer propelled Imax’s theatrical revenue to $1.06 billion in 2023, marking a 24% increase from the previous year. The film’s domestic earnings of $393.2 million set a new record for Imax, surpassing even the high watermark set by Avengers: Endgame in 2019.

Rich Gelfond, CEO of Imax Corp, shared insights on the company’s approach to traditional film formats during a recent conference. Despite the industry’s shift towards digital projection, Imax continues to maintain a small number of auditoriums equipped with film projectors. Gelfond highlighted the logistical challenges and higher costs associated with traditional film prints, acknowledging that it remains a niche but integral part of Imax’s offerings.

By embracing traditional film formats like celluloid and partnering with Imax, Oppenheimer not only achieved critical acclaim but also set new benchmarks for box office success. The film industry’s recognition of the value and impact of traditional film in an era dominated by digital technology underscores the enduring appeal and significance of celluloid in cinematic storytelling.