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Exclusive IMAX Preview Tie-in

PR Campaign

Saturday 18th July, 2026

Warner Bros. arranged for roughly four minutes of Dune: Part Three footage to play exclusively before IMAX 70mm screenings of Christopher Nolan’s The Odyssey at 41 capable theatres, creating scarcity and buzz ahead of the film’s December release.

Why it worked: The scarcity play—exclusive 70mm IMAX-only access at just 41 theaters—created a verifiable urgency hook journalists couldn’t ignore.

The lesson: Consider creating a limited-window, hard-to-access preview gated by a specific format or location, then pitch the scarcity map to press.

Warner Bros. Pictures IMAX

2 Sources:

Coverage over time

How this story spread across the media

Publication	Headline	Date
mashable.com	Dune: Part Three footage is playing before The Odyssey. Heres how to catch it.	Saturday 18th July, 2026
variety.com	How Long Can ‘The Odyssey’ Stay on Imax 70mm Screens? Nolan Fans Scramble as New Showtimes Sell Out 7 Weeks in Advance	Wednesday 22nd July, 2026

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