Alex Theatre extends 70mm run of Christopher Nolan's 'The Odyssey'

The Alex Theatre in Glendale said on August 4 that it had extended its 70mm run of Christopher Nolan’s “The Odyssey” through August 20 after what the venue called extraordinary audience demand. The 1,300-seat theater said the added dates followed a three-week engagement that began July 17 and was originally scheduled to end August 6. The venue said it had become the highest-grossing U.S. location showing the film in standard 70mm during that opening stretch. The extension gives the historic Brand Boulevard movie palace at least two more weeks of first-run play after its return to commercial film exhibition this summer. ### Why did the Alex add more dates for “The Odyssey”? The Alex Theatre said on August 4 that the extension was driven by demand for its 70mm presentation of the Universal release. In announcements carried by PR Newswire and local outlets, the theater said screenings would continue through August 20. MyNewsLA reported the venue made the announcement on Tuesday, August 4. (prnewswire.com) August 20 is the new end date now listed across coverage of the engagement. The theater’s cinema page had previously promoted the film as opening July 17, while the earlier launch announcement described the run as a three-week booking through August 6. ### What box-office claim is the theater making? The Alex Theatre said it was the highest-grossing theater in the United States for standard 70mm presentations of “The Odyssey.” The claim appeared in the theater’s August 4 announcement and was repeated in follow-up coverage by TheWrap and other outlets. (prnewswire.com) (cinema.thealex.com) The 1,300-seat capacity is central to why the result drew attention. Coverage of the extension noted that the Glendale house outperformed larger commercial theaters equipped to show the same format, even though the Alex had only recently resumed first-run bookings. ### Why is this run unusual for the Alex Theatre? The City of Glendale said in July that the Alex had returned to first-run feature films for the first time in 35 years. (prnewswire.com) The city said the move followed investment in newly installed 35mm and 70mm film projection systems and upgraded audio technology. The earlier reopening announcement said the last first-run studio film at the theater was in 1991, when “Terminator 2: Judgment Day” played the venue. (gazettely.com) PR Newswire described the “Odyssey” engagement as the beginning of a new chapter for the theater’s film program after decades focused on concerts, comedy and special events. (glendaleca.gov) ### What changed at the theater before Nolan’s film arrived? July announcements from the city and the theater said the Alex installed new 35mm and 70mm projection systems as part of a broader push back into premium film exhibition. The city said the upgrades were designed to let audiences watch movies in one of the highest-quality theatrical formats available. (prnewswire.com) TheWrap reported in July that the project included a new 70mm projector and related booth work to prepare the venue for Nolan’s film. Taylor Umphenour, identified by TheWrap as the projectionist for the engagement, said the showing would reintroduce the 1925 venue to Los Angeles moviegoers with a high-profile first-run title. (glendaleca.gov) ### What happens next for moviegoers? Tickets for “The Odyssey” remain on sale through August 20 on the Alex Theatre’s cinema page. The listing describes the film as a 70mm presentation and shows ticket prices starting at $27. August 20 is now the key date for the run unless the theater adds more screenings. The Alex Theatre and the City of Glendale have both framed the booking as part of a broader return to first-run cinema at the century-old venue. (thewrap.com) (prnewswire.com) (cinema.thealex.com)