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As studios bet on big names—and even bigger budgets, audiences are coming back.

When AMC, the largest US theatre chain by screens, shut down its cinemas in March 2020, many wondered if the pandemic would be the end of the road for movie theatres. With the rise of streaming services, people often elected to watch movies at home—and continued to do so after the pandemic, raising existential questions about the industry’s future.

But times have changed—and do still.

In 2022, Canadian movie theatres reached $1.5 billion in operating revenue, a 171 percent increase from 2020. These numbers have continued to grow; while the industry predicted a 7 percent box office increase over 2025, Cineplex CEO Ellis Jacob believes the company is “well engaged in getting reasonably strong numbers for 2026.” 

In 2026, filmmakers are releasing movies meant to be experienced in a theatre—a philosophy which studios are beginning to understand. Directors Steven Spielberg, Christopher Nolan, and Denis Villeneuve, all of whom have been vocal about preserving theatrical windows and have proven to sell tickets, will all release films in 2026. Marvel Studios will also release two movies in 2026 as they near the end of Phase Five of the Marvel Cinematic Universe (MCU).

From adaptations to franchise installments, these filmmaking giants continue to drive the industry forward through innovative formats, blockbuster events, and creative persistence.

As a result, people are more willing to leave home for films they feel are worth their time, and audiences are growing in numbers.

Innovative Formats

In Canada, Cineplex has honed in on premium viewing options, including IMAX theatres, to engage audiences and enhance the theatrical experience. IMAX, known for its massive, curved screens and custom sound systems, is widely regarded as the highest-quality viewing format, displaying a more vivid picture and clear, vibrant sounds. The format includes 70mm film and 4K laser projections at multiple Cineplex locations.

This year, Steven Spielberg’s “Disclosure Day,” Christopher Nolan’s “The Odyssey”, and Denis Villeneuve’s “Dune: Part Three” will all be released in IMAX, with “The Odyssey” becoming the first feature film to be shot entirely with IMAX film cameras.

Members of Cineplex’s CineClub, the theatre operator’s premium membership program starting at $9.99/month, earn one free movie ticket per month, along with other perks. As a result, they can see all three films at no charge with their free monthly ticket if they’d like. If they choose to use this on a different movie, however, their membership will still allow them to upgrade their permanent member-priced tickets to see these films in IMAX and other premium formats at a lower price.

Blockbuster Events

For mammoths like Marvel Studios, sequels and franchise installments have recently proven to dominate the box office for blockbuster events, both of which are categories that “Spider-Man: Brand New Day” and “Avengers: Doomsday” fall under.

“Spider-Man: Brand New Day” will release July 31, 2026, just two weeks after Nolan’s adaptation of “The Odyssey,” while “Avengers: Doomsday” and Villeneuve’s “Dune: Part Three” will both release on December 18, 2026.

While overlapping release windows are not always ideal, the “Barbenheimer” phenomenon of 2023 proved that dual blockbuster events are not only viable but integral to financial success. The simultaneous release of Greta Gerwig’s “Barbie” and Christopher Nolan’s “Oppenheimer” led Cineplex to obtain its highest July revenues in history, bringing moviegoers back in droves to show off their movie-themed outfits, and sparking a zeitgeist that studios will look to replicate for years to come.

People crave the hype of cinematic events; if history repeats, a “Dunesday” event appears to be on the horizon.

Creative Intent

Filmmakers and fans have long argued the importance of seeing movies in theatres. At a recent Variety event, actor Timothée Chalamet reiterated his commitment to the big screen.

“I admire people who go on a talk show and go, ‘Hey, we got to keep movie theatres alive; we got to keep this genre alive.’ I don’t want to be working in ballet or opera or, you know, things where it’s like ‘Hey, let’s keep this thing alive, even though no one cares about this anymore.’”

Nowadays, the visual and auditory experience of films is intricately designed for – and tailored towards – the theatrical experience, including technical and experiential elements that cannot be replicated in a home setting. This movement has led studios to invest more in theatrical windows, with this year’s biggest movies all earning exclusive theatrical releases before becoming available on streaming.

As a result, Cineplex is prioritizing VIP experiences that blend dining with film, including in-seat service, signature cocktails and adults-only theatres, encouraging moviegoers to spend a homestyle evening at the theatre rather than at home.

Looking Ahead

As 2026 unfolds, the fate of movie theatres will depend on blockbusters.

In July 2025, Cineplex’s 70mm IMAX screenings for “The Odyssey” sold out in minutes, a full year before the film’s release. In other words, audiences are coming back, and cinemas are ready.

A good sign for filmmakers and theatre-lovers alike.

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Learn More

Learn more about upcoming releases and theatre experiences at cineplex.com.

This article is sponsored by Cineplex.