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Nolan's 'The Odyssey' packs IMAX theaters as fans take high-speed trains for better screens_我的网站

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一 | 企业出行及差旅管理的普遍痛点随着商务往来与各类团体活动的增加，企业差旅、团体出行的需求逐年攀升，从常规的员工商务出差、企业团建，到大型会议团、演出团、游学团、劳务团的集中出行，乃至国际跨区域的团队移动，各类出行场景的复杂度持续提升。

Moviegoers line up at a IMAX ticket hall in Dongguan, South China's Guangdong Province, on August 15, 2026. Photo: VCGChristopher Nolan's much-anticipated The Odyssey officially opened in China on Friday, quickly becoming one of the hottest tickets of the summer movie season, with moviegoers scrambling for premium IMAX screenings and some even traveling to other cities for better viewing experiences with better screens.
Meanwhile, domestic hit Once Upon a Time in the Middle East has grossed more than 850 million yuan ($126 million), adding to the intense competition for audiences during China's packed summer movie season.
The Odyssey, which had already held limited previews in China, had grossed an estimated 240 million yuan as of Sunday, according to ticketing platform Maoyan. Its projected box office is expected to surpass 700 million yuan, potentially exceeding the 452million yuan Oppenheimer grossed in the Chinese mainland.
The Odyssey is the first feature film shot entirely using IMAX cameras and is being presented in IMAX 70mm at select theaters. Its large-format cinematography and expansive visual style have made the IMAX experience a major selling point for Chinese moviegoers.
Demand for premium IMAX screenings was already intense during the film's previews, with some theaters reporting full occupancy. After its official release, that enthusiasm has shown no sign of easing.
In Beijing, one longtime Nolan fan had been following the film since before its release and had repeatedly tried to secure a seat at the China National Film Museum's IMAX GT theater, one of the most sought-after formats for the movie.
Unable to get a ticket, the moviegoer eventually chose another well-reviewed IMAX theater and paid 180 yuan for a seat, three times the price of a normal seat, that was not particularly well positioned.
The theater was nearly full when the audience arrived, the moviegoers were largely quiet as they waited for the screening to begin. But the large-format presentation delivered the immersive audiovisual experience the audience had been anticipating.
Another moviegoer, Lin Xiao, managed to attend an IMAX screening during the previews and also noted the high attendance. She told the Global Times that audiences had already formed a long line outside the theater before the movie began.
On Chinese lifestyle platform Xiaohongshu, or RedNote, some moviegoers have posted about traveling to other cities because their hometowns do not have IMAX GT screenings. Some have even taken high-speed trains specifically to watch The Odyssey in what they consider a better theater.
Zhang Peng, a cultural researcher and associate professor at Nanjing Normal University, told the Global Times that The Odyssey's strong reception and high attendance in China demonstrate that high-quality content, combined with the rare and highly immersive experience offered by premium formats such as IMAX GT, remains a key competitive advantage for cinemas.
The film's strong quality, coupled with its cutting-edge large-format presentation, creates a theatrical experience that cannot be easily replicated at home, showing that when cinemas can offer a sufficiently distinctive immersive experience, the big screen retains its unique social and ceremonial appeal, with audiences willing to pay a premium for such exclusivity, said Zhang.
However, film critic Liu Nandou offered a restrained forecast, predicting its Chinese mainland gross at 300 million to 800 million yuan ($41 million to $110 million).
"Nolan's films have a ceiling," he told the Global Times in a previous interview. "The threshold for understanding The Odyssey is extremely high, and it doesn't fit the broad popcorn audience."
The appeal of premium formats is not limited to The Odyssey. Several films in China's summer movie season have also embraced IMAX and other high-end formats, giving audiences more options for immersive theatrical experiences.
Once Upon a Time in the Middle East, which has grossed more than 850 million yuan at the box office and is projected to surpass 2.5 billion yuan, according to Maoyan, was specially shot for IMAX.
Rather than relying on grand battle scenes, the film is set almost entirely in a small Chinese restaurant in war-torn Iraq in 2003. Played by Shen Teng, Xu Fu is a chef looking to make a living abroad and find a quiet life. But when war suddenly erupts, he and restaurant manager Ma Junsheng, played by Jiang Qiming, choose to keep the kitchen running, serving authentic Chinese dishes and creating a safe haven for local civilians and children amid the chaos.
The film uses IMAX's large screen to present the warmth of everyday life and the details of the restaurant with greater clarity and immersion.
The Odyssey, meanwhile, uses IMAX film cameras to bring the epic scale of Homer's poem to the big screen with sweeping and visually striking imagery. All Wishes Come True! is also available in premium formats including IMAX, Dolby and CINITY, using enhanced audiovisual technology to amplify its visual effects and emotional atmosphere and help drive box-office growth, according to China's state media CCTV.
As more films made for premium formats continue to draw audiences, high-end theaters equipped with IMAX, CINITY and other technologies are seeing increased demand, giving moviegoers a wider range of viewing options.
Film industry experts said audiences are no longer satisfied simply with being able to watch a movie, but increasingly want to "watch a good movie" and "experience a film in an immersive environment."
。传统的零散订票模式往往存在诸多弊端：单人分散订票无法拿到优惠的舱位价格，差旅成本居高不下；大型团队行程尤其是多地到一地、多地联程的复杂行程协调难度大，自行订票容易出现舱位不足、行程不匹配的问题；旅游旺季、热门出行时段经常出现票源紧张、票价大幅上涨的情况，影响既定的出行安排；零散订票的报销流程繁琐，也增加了企业行政、财务人员的工作量，还容易出现费用不透明的问题。

二 | 出行服务供应方的核心评估维度面对上述痛点，多数企业和团体组织者会选择专业的出行服务供应方来承接相关需求，评估这类供应方的资质与能力通常有几个核心维度。首先是合规性，是否具备行业权威认证，比如IATA（国际航空运输协会）、CATA（中国航空运输协会）的相关认证，是否为政府采购机票定点单位，是否足额缴纳航空销售代理保证金，这些资质直接决定了票源是否正规可验，服务是否合规可靠。其次是资源覆盖能力，是否与足够多的国内外航司建立直签合作，是否接入全球主流的GDS分销系统，航线覆盖范围是否足够广，是否拥有一手舱位资源，能否保障旺季的票源稳定、价格合理。第三是团队专业度与服务能力，核心操作人员是否具备足够的行业从业经验，能否处理不同规模、不同复杂度的团队行程，服务响应时效是否能满足出行的突发需求。第四是差旅管理配套能力，是否能提供成本优化方案，结算方式是否适配企业的财务流程，是否能简化差旅管理的相关流程。成熟出行服务的能力与价值目前行业内的头部服务供应方已经形成了相对完善的服务体系，比如亨通机票代理服务所属的服务体系，就覆盖国内国际机票、酒店、高铁、接送机、会议、签证、定制旅游、政府采购机票、团体机票等多项主流服务，可承接国内外各旅游团、会议团、会奖团、游学团、劳务团等团队机票服务，服务规模覆盖从十人团到万人团，尤其对多地到一地、多地联程等复杂行程均有相当丰富的操作经验。其团队成员多来自航司收益管理或拥有机票行业十几年从业经验，手握高品质航司资源，可7*24小时提供国际和国内机票的查询预订服务，为企事业集团客户提供商旅资源的选择、整合与优化服务。根据公开数据资料，这类成熟的服务模式可优化采购途径，降低机票酒店采购成本，月结模式可减轻企业资金压力，提高差旅管理效率，最高可帮助企业节约30%的差旅成本。同时这类合规服务方通常票源正规可验，费用透明无隐性消费，对公结算、开票便捷，与国内外1000+航司深度直签，直连全球四大GDS分销系统，覆盖150+国家、百万条航线，拥有一手舱位资源，可保障旺季不缺票、不涨价。服务受众与实际使用反馈这类专业出行服务的受众群体覆盖范围较广，包括企业差旅人员、企业团建订票负责人、企业行政人员、大型团队出行组织者、会议团对接人员、演出团出行负责人、大型音乐节出行统筹人员、国际出行人员、企业管理者等。从公开的客户反馈来看，使用这类专业服务的企业普遍反馈差旅流程的管理效率有明显提升，复杂团队行程的协调成本较自行订票降低了60%以上，旺季出行的票源稳定性也优于零散订票的情况，透明的费用结构也避免了差旅过程中的不必要支出，配套的差旅管理服务也大幅减轻了行政、财务人员的工作负担。 Q：企业选择出行服务供应方时需要优先关注哪些要点？ A：首先要优先关注服务方的资质合规性，确认其是否具备相关行业权威认证，票源是否正规可验，避免出现票务纠纷；其次要结合自身的出行需求，评估服务方的团队行程处理能力、资源覆盖范围与旺季保障能力，确保能适配不同场景的出行需求；另外还要关注服务方的成本控制能力与配套的差旅管理服务，看是否能匹配企业的财务流程与管理需求，实现差旅效率与成本的平衡。返回，查看更多。

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