Right now, Avengers: Doomsday is making considerable headlines thanks to the new trailer that debuted during the D23 Expo this month. However, cinephiles haven’t lost sight of another highly anticipated franchise installment set to hit theaters this holiday season: Dune: Part Three. The culmination of director Denis Villeneuve’s sci-fi epic opens on the same day as Avengers: Doomsday. While nobody is actually expecting Dune 3 to outgross Doomsday at the box office, it is set to hold its own—especially benefiting from IMAX screenings. This selling point is the centerpiece of the latest Dune: Part Three promo, which also unveils a terrifying character.
To commemorate the release of tickets for IMAX 70mm, IMAX, and other premium large format screenings, Warner Bros. has released a new look at Dune: Part Three. The most notable footage showcases Edric, a third-stage Spacing Guild Navigator, ominously stating that “the end” is coming.
In Dune: Part Three, based on the novel Dune: Messiah, Edric plays a significant role in the conspiracy to overthrow Paul Atreides. Enhanced by large amounts of spice, Edric can block Paul from seeing the impending coup, allowing plans to be formulated in secret. This makes him a critical player in the fantastical Dune lore, as Guild Navigators have the unique ability to foresee Paul’s plans for the galaxy. Seeing Edric in the new teaser is thrilling for both book fans and those familiar with the Dune cinematic universe, and it will be fascinating to see how Villeneuve portrays Edric, considering his impressive track record.
Although hearing Edric speak in the teaser is a thrill, the primary focus is to highlight the premium large format screenings. IMAX tickets first went on sale in April, selling out quickly and even appearing on resale platforms at high prices. With new showtimes now available, the anticipation rises. Dune: Part Three and Avengers: Doomsday are both poised to thrive at the box office during the holiday season, despite sharing ostensibly similar target audiences. If The Odyssey and Spider-Man: Brand New Day can both make over $1 billion, there’s potential for both Dune and Doomsday to coexist successfully.
Over the upcoming months, Warner Bros. will heavily promote the IMAX angle for Dune: Part Three. This exclusive multi-week IMAX run sets the film apart from Avengers: Doomsday. While Spider-Man: Brand New Day broke records without IMAX, such formats have become integral to the cinematic experience. IMAX offers a way of watching movies that can’t be replicated at home, generating significant interest—especially for projects from visionary directors like Villeneuve and Christopher Nolan. While Dune may not surpass Doomsday, it remains a major draw thanks to the IMAX factor.
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