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Sales from Imax 70mm, which offers audiences a bigger and sharper moviegoing experience, accounted for about 20% of opening weekend box-office figures, Imax chief quality officer David Keighley recently told The Times.

Getting swept away by a fantasy world is one of moviegoing’s more rarefied pleasures, disbelief dissolving as readily as a pill on the tongue.

It’s a point for their claims that the film is an exercise in realistic recreation but a loss in making a successful moviegoing experience.

“I do think you’ll see some windows get longer. The larger question is, can we get some kind of stability and uniformity so we’re creating consistent expectations for the moviegoing public?”

But some studio execs say theaters can help themselves by improving the moviegoing experience.