Fans of 'Dune: Part Three' scrambled to secure tickets for early IMAX 70-millimeter screenings, with online sales overwhelming ticketing platforms and in-person lines forming hours before box offices opened.
Online ticketing systems for the film crashed repeatedly as demand surged for the limited-format screenings, scheduled for December. Social media posts described long wait times and error messages on platforms such as Fandango, with users reporting simultaneous attempts across multiple devices to secure seats. One X user wrote, “Am I tripping or did every website for Dune 3 IMAX 70MM crash?”
In contrast, in-person ticket purchases for the same screenings required fans to camp outside theaters for hours. At Manhattan’s AMC Lincoln Square 13, moviegoers arrived as early as midnight to secure their place in line, with some reporting waits of 12 hours or more before the box office opened. By 11 a.m., the line wrapped around the block. Two attendees, Justin Joseph and Anthony Ortega, arrived at 7:15 a.m. and successfully purchased tickets for the rare format.
The demand reflects a broader trend in the film industry: premium formats like IMAX 70-millimeter are becoming eventized, drawing crowds willing to endure long waits or technical hurdles to experience blockbusters in specific formats. AMC reported that 73% of tickets were purchased online in 2025, up from 8.5% in 2013, but the rush for 'Dune: Part Three' highlights how advance digital ticketing struggles to accommodate limited-format releases.
The film, directed by Denis Villeneuve, is the third installment in Warner Bros.’ adaptation of Frank Herbert’s 1965 sci-fi novel. Starring Timothée Chalamet, Zendaya, and Florence Pugh, it follows Paul Atreides 17 years after the events of 'Dune: Part Two'. The franchise has gained significant cultural traction since the first film’s release in 2021.
IMAX initially released a limited number of tickets for some screenings in April, with an email campaign encouraging fans to “Save the Date” for another chance to purchase them. The company noted in a statement that the response exceeded expectations, though it did not provide specific sales figures.
Industry analysts suggest the frenzy is an anomaly tied to the exclusivity of the 70-millimeter IMAX format, which is only available in around 25 theaters across the U.S. Daniel Loria, SVP of content and editorial director at the Box Office Company, noted that other high-profile releases, such as 'Spider-Man: Brand New Day', did not generate the same level of demand despite also being major blockbusters. “You want to see Spider-Man, you could see Spider-Man,” Loria said, contrasting the accessibility of standard formats with the scarcity of premium screenings.
The phenomenon underscores a shift in moviegoing habits, where the experience of securing a ticket—whether through digital crashes or physical lines—has itself become part of the event for fans of highly anticipated films.