As Barbie becomes the highest-grossing film of 2023 today at the domestic box office with north of $575M, Warner Bros and Imax said the Greta Gerwig-directed movie is getting a one-week Imax releas…
I imagine for some it will be an opportunity to see it for the first time since it will go on past the normal theatrical run, and for others it’s an excuse to go see a movie they enjoyed again. It’s less about giving you a single reason and more about nudging you to get back out and see it again/push last folks to go who got FOMO.
It’s also an excuse for them to extend the theatrical run but make it sound like some new phase/event. Much easier to market, much easier way to get people’s attention. 
I imagine for some it will be an opportunity to see it for the first time since it will go on past the normal theatrical run, and for others it’s an excuse to go see a movie they enjoyed again. It’s less about giving you a single reason and more about nudging you to get back out and see it again/push last folks to go who got FOMO.
It’s also an excuse for them to extend the theatrical run but make it sound like some new phase/event. Much easier to market, much easier way to get people’s attention.