It looks like “Dunesday” is taking on a striking new direction, as Warner Bros. struck a deal that’s a major blow to Disney and Marvel.
Back in 2023, “Barbieheimer” became a full-fledged phenomenon. Releasing Barbie and Oppenheimer on the same weekend led to each film making nearly a billion dollars at the box office, invigorating the theatrical experience and serious awards buzz for both (with Oppenheimer claiming Oscars for Best Picture and director Christopher Nolan).
We all know the old rule of Hollywood that if something’s a hit, they want a sequel. While there have been attempts to replicate Barbenheimer before, December 18 is the next big showdown, with what’s being nicknamed “Dunesday.” As in the simultaneous release of Dune: Part III and Avengers: Doomsday.
Obviously, having two of the biggest movies not just of the year but in recent times opening at once means theater chains are scrambling to see who will be victorious at the box office. Now, per Collider, Warner Bros. has secured a major win as Dune: Part III will have an exclusive IMAX release when it rolls out in North America. That means Doomsday will be the first Avengers film without an IMAX release.
A key reason for this is that IMAX has an exclusive deal with Denis Villeneuve, who filmed much of Dune: Part III with IMAX technology. IMAX books showings far in advance, with tickets on sale for weeks, so Dune and Warner Bros have already claimed that market.
This is a blow against Disney/Marvel, as IMAX showings are more expensive, which means more box office for a movie with a reported half-billion-dollar budget. With "Barbieheimer," theaters tended to trade IMAX showings of Oppenheimer and Barbie to give each an equal chance. This gives Warner Bros. an edge in this showdown, but Disney and Marvel have a plan to counter it.
What is Marvel’s plan for Dunesday?
Per a report from The Wrap, without IMAX showings available, Disney and Marvel Studios are trying something else for Avengers: Doomsday. They are targeting around 322 chain-specific formats worldwide that utilize Dolby, D-Box and 4DX. While not as fancy as IMAX, these formats do utilize cutting edge picture and sound for what's billed as close to an IMAX experience without the huge screen.
Those showings may mean less costly tickets, but that's balanced by more seating in theaters and not needing to buy tickets in advance. So someone has a better shot of strolling up to the theater to get a ticket for Doomsday without having to space out time for an IMAX showing. Also, those formats can have more showings per day than IMAX, which can add to the take.
It’s tricky to figure out who will come out on top now. Dune: Part III is the conclusion to the epic sci-fi saga with a built-in audience, yet the question is if it can stick the landing to win over fans. Meanwhile, Doomsday comes after a ton of creative shuffling and restructuring by Marvel, which has seen its box office dominance and fan fervor fading in the last few years.
Both films are being marketed as true event motion pictures, so audiences will turn out for both regardless. It could be that Dune gets the attention for IMAX, but Doomsday can pack in more actual ticket-buyers to offset it. We’ll have to see how it turns out, but it only adds to the reasons why “Dunesday” will be the biggest day of the year for moviegoers!
Dune: Part III and Avengers: Doomsday premiere in theaters on December 18.