Universal Pictures Chairman Donna Langley outlined a bold vision for cinema’s future. She spoke at the Toronto International Film Festival this week. Her focus is squarely on premium theatrical formats like IMAX.

Langley pointed to the massive success of Christopher Nolan’s ‘Oppenheimer’. She highlighted its appeal to the young, film-engaged “Letterboxd generation”. This audience, she said, seeks high-value experiences worth their time and money.

Younger Audiences Drive Demand for High-End Formats

According to Langley, today’s youth are highly engaged with film. They return to theaters multiple times for major events. They actively share their opinions on social platforms.

This demand was clear with ‘Oppenheimer’. Universal recently sold IMAX 70mm tickets for Nolan’s next film, ‘The Odyssey’. These tickets sold out a full year in advance. This demonstrates intense audience interest in premium offerings.

Studio Navigates Challenges of Premium Screen Access

The surge in popularity creates a new challenge for studios. Langley described the competition for IMAX screens as a “rugby scrum”. Everyone wants access to the limited number of premium format screens.

Authentic marketing is key to cutting through the noise. Langley stated studios cannot manufacture organic conversation. They must provide assets to let evangelists spread the word naturally.

Universal’s strategy hinges on delivering unmatched value. The premium theatrical experience is central to their plan for engaging modern audiences. This approach aims to ensure cinema’s lasting relevance.

Info at your fingertips

What did Donna Langley say about younger moviegoers?

She called them the “Letterboxd generation.” They are highly engaged and seek premium experiences. They often return to theaters multiple times for films they love.

Why did Universal sell tickets for ‘The Odyssey’ so early?

They offered IMAX 70mm tickets a year in advance. This tested demand for the premium format. The tickets sold out extremely quickly.

What is the biggest challenge with premium formats?

The limited number of IMAX screens creates intense competition. Langley compared it to a “rugby scrum” among studios. Everyone wants their film on those screens.

How does Universal market to younger audiences?

They rely on organic, authentic conversation. The studio avoids manufactured campaigns. An example was Nolan’s TikTok video explaining 70mm technology.

Did Langley comment on the Fast & Furious franchise?

Yes, she noted a conscious pivot to globe-trotting heists after the fourth film. She also jokingly apologized for sending characters to space in the ninth installment.

Trusted Sources: The Hollywood Reporter, Reuters

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