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The Fight for Imax: How Studios Beg and Barter to Get ‘Mission: Impossible,’ ‘Oppenheimer’ and More Blockbusters on Premium Screens

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variety.com

Rebecca Rubin Film and Media Reporter There’s been a battle brewing between two of Hollywood’s blockbuster talents. In one corner, Tom Cruise is gearing to take a victory lap from the behemoth success of “Top Gun: Maverick” with a sequel to his other big action franchise, “Mission: Impossible – Dead Reckoning Part One.” It’s expected to be one of the biggest movies of the summer when it opens on July 12.

In the other corner, Christopher Nolan, one of the few directors so famous that his name alone can draw crowds, is readying to release his highly anticipated “Oppenheimer.” The big-budget drama about the creation of the atomic bomb launches just a week later on July 21.

At the center of the drama is access to Imax, and how the company’s 401 North American screens will be divided between the two box office draws.

Except, in this case, there wasn’t much to negotiate. Paramount’s “Mission: Impossible 7” is only playing on Imax screens for one week, as first reported by Puck, a newsletter that covers the media business, before it has to relinquish all of its showtimes to “Oppenheimer.” That’s despite Cruise making a few calls around town to remind everyone that not even a year ago, “Maverick” earned more than $100 million from Imax alone.

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