Why moviegoers are driving hours to wait in line at this Gwinnett movie theater

For Victor Nunez, seeing Christopher Nolan’s “The Odyssey” wasn’t just another trip to the movies — it was a chance to experience cinematic history.

A self-proclaimed cinephile, Nunez is one of thousands of Americans driving hours to view the film in the first-of-its kind, 70 mm IMAX viewing experience.

“I just knew I had to see it when it became public information that this was going to be the very first movie in history shot completely in IMAX 70 millimeter,” said Nunez. “I learned how rare that format is to actually see because there are only 41 theaters in the world that have that format. It makes it such an incredibly rare experience.”

While there are several IMAX theaters in the metro area, Regal Mall of Georgia is the only theater in the state that can project the movie in IMAX 70 mm and there are only 26 theaters in the United States with that capability.

Much of the excitement surrounding “The Odyssey” stems from the technology behind its presentation. Unlike standard digital projection, IMAX 70 mm uses physical large-format film, producing exceptionally detailed images on towering screens with an expanded aspect ratio. The specialized equipment needed to project the format means only a small number of theaters can offer the experience.

Flocks of fans such as Nunez, who lives in Newnan, have driven from great distances to get a glimpse of the film at the Mall of Georgia.

Nunez said a fellow moviegoer drove more than eight hours to view the film here.

“(The audience) has been really enthusiastic about the 70 millimeter (IMAX) format,” said a Regal Mall of Georgia associate who declined to give his name. “Basically everything all day, every day has been completely full so far.”

He said the theater has showings through 3 a.m. to accommodate the crowds, resulting in some employees working through the night to facilitate the demand.

On its second weekend after release, The Odyssey brought in a massive $87 million, with only a 30% drop in revenue compared to the first weekend, according to AP News. A significant portion of the astounding revenue the film amassed was through IMAX screenings — with $48 million from IMAX and $5.2 million from the 70 mm IMAX screens.

Although the scarcity of theaters playing the movie in the 70 mm IMAX format adds to the influx of moviegoers attending showings at the mall, Nunez says there’s something particularly special about Regal Mall of Georgia.

“I think very highly of the Mall of Georgia theater,” Nunez said. “It’s such a sweet spot of the size of their screen mixed with the way that you enter and the aesthetics of the seat design. All of that put together, I feel like it makes for one of the most special movie experiences I’ve ever had in my life.”

Nunez described the impact that walking into the theater has on viewers.

“When you walk into that theater, you’re walking into where the actual bottom of the screen is,” said Nunez. “The entry of being in a tunnel and walking into the screen is incredibly unique. When I walked in, they were playing an Aquaman trailer; I was met by a 40-foot-tall Aquaman right in front of me at the dead center of the screen. It adds to the grandiose effect.”

With the Mall of Georgia among the limited number of theaters capable of screening The Odyssey in 70 mm IMAX, local moviegoers have the opportunity to experience the film in the format many fans consider its definitive presentation.

“This film really hits on all the points tenfold in comparison to seeing it in a standard way; this format is honestly in a league of its own,” said Nunez. “I have seen it five times now, and I have not seen an empty seat in every single showing I’ve gone to. The turnout I’ve seen for this has been really, really tremendous.”

The theater will continue screening the film through Aug. 20 in the 70 mm IMAX format, subject to current ticket availability, with the possibility of extension based on demand.