Apples fall from above. Leaves swirl midair. Invisible gusts of wind brush past your seat. Inside The Sphere in Las Vegas, moviegoing no longer feels passive — it feels physical.
Earlier this year, Michelle Madrigal experienced that sensation firsthand while watching The Wizard of Oz in the high-tech venue. As the 1939 classic unfolded across the massive spherical screen, Madrigal said it felt less like watching a movie and more like stepping directly into Oz.
“The smells, the colors — everything felt alive,” said Madrigal, a California-based content creator who drove three hours to attend the immersive screening. “It was beautiful to experience something so familiar in such an unexpected way.”
Seeing an Old Film in a Brand-New Way
What made the experience unforgettable, Madrigal explained, was not just the technology, but the emotional impact of revisiting a beloved story. Watching The Wizard of Oz on a 160,000-square-foot wraparound screen transformed the film into something entirely new, while still honoring its original charm.
The Sphere described the project as a “fully immersive experience” designed to demonstrate how storytelling can evolve through cutting-edge technology. By blending visual effects, motion, sound, and even scent, the venue reintroduced a cinematic classic through a modern lens.
Audiences responded enthusiastically. Ticket prices ranged from $100 to $400, yet crowds continued to pour in after the experience launched in August. By December, Sphere Entertainment Co. reported nearly $200 million in ticket sales from the film alone — a remarkable success for a re-release.
Hollywood Turns to Experience Over Convenience
The triumph of The Sphere comes at a critical moment for the film industry. Traditional theaters have struggled as streaming platforms reshape viewing habits. With audiences increasingly willing to wait and watch movies from home, studios are searching for ways to make theaters feel special again.
That’s where spectacle and nostalgia come into play.
Throughout 2025, theaters and studios have leaned into creative, in-person events designed to offer something streaming cannot. According to ComScore senior media analyst Paul Dergarabedian, unique experiences help distinguish theatrical viewing from at-home convenience.
“The communal, tactile, emotional nature of theaters is what keeps people coming back,” he said, comparing moviegoing to live concerts or sporting events.
Marketing Movies Through Immersion
Recent film promotions reflect this shift. Warner Bros. sent logging trucks splashed with fake blood onto highways to promote Final Destination: Bloodlines, referencing one of the franchise’s most infamous scenes. Lionsgate had audiences walk on treadmills during an influencer screening of The Long Walk. Focus Features even hosted a “bald screening” for Bugonia, inviting hairless viewers to connect with the film’s themes in a playful way.
Each stunt emphasized one idea: movies are no longer just something you watch — they’re something you experience.
Nostalgia and the Power of Community
IMAX has also leaned heavily into re-releases, prioritizing classic films in premium formats. With nearly 1,900 IMAX systems operating worldwide, the company sees nostalgia as a powerful driver of ticket sales.
One standout this year was the 45th-anniversary re-release of Stanley Kubrick’s The Shining. Screenings sold out nationwide, drawing audiences eager to revisit the iconic horror film on the big screen.
“It feels more communal,” said Scarlett Ortiz, a student who attended a New York City screening. “It’s not just about the movie — it’s about sharing the moment with everyone around you.”
This sense of shared experience highlights how nostalgia draws audiences back to the movies, offering something far deeper than simple entertainment.
The Future of The Sphere — and Moviegoing
Back in Las Vegas, The Wizard of Oz is set to continue playing at The Sphere through at least April 2026. Sphere Entertainment CEO James Dolan has already hinted at ambitious expansion plans, including a Sphere venue in Abu Dhabi and smaller versions in other cities.
Dolan reportedly spent nearly $100 million adapting the film for the venue, trimming it by about 30 minutes while adding immersive elements. Both he and Warner Bros. Discovery CEO David Zaslav even make brief cameo appearances in the Sphere version.
During an earnings call, Dolan made his confidence clear: “Ultimately, we’ll run The Wizard of Oz forever. It’s hard to imagine a better product.”
Industry analysts agree. Wolfe Research’s Peter Supino has described the Sphere as potentially “the world’s most profitable venue,” suggesting its success could pave the way for immersive re-creations of other iconic films.
A Timeless Story, Told for Tomorrow
As Hollywood searches for its future, the success of The Sphere proves that the past still holds powerful magic. By blending innovation with emotion, and technology with memory, the industry may have found its answer.