IMAX merchandising is a new, high-margin revenue driver — IMAX camera-shaped popcorn buckets for Odyssey sold out in hours and 20,000 film strips sold in 90 minutes.

13:47question where you going to get make more money is um we we never really had a merchandising effort and this year we started and we started small. So for um Odyssey we made popcorn buckets. I don't know if you guys have seen them or not. They look like an IMAX camera. And my team was fairly conservative. So, we put 2500 on sale and they sold in 2 hours.

14:12So, I said, "Put more on sale." They said, "We don't have them eBay." They said, "We don't have them." I said, "Put them on sale and deliver it whenever you can get them." So, we sold 2500 more in I think it was like less than an hour. And by the end of this in China, we put like 2500 on sale and I think we sold them in 60 seconds. So,

14:35um, we're selling film strips now for the Odyssey. We sold 20,000 in 90 minutes. So, I think that's definitely an area where we're going to capitalize. >> You can't influence you can't influence ticket prices at all, can you? >> No. But that is an example of a place where we can do better. So, um, AMC here in New York is charging the same price for an IMAX film ticket as they are for

15:02a regular ticket. And as a matter of fact, on Wednesdays, which is half price days, they're selling it for half price. Meanwhile, you could buy them for $1,000 on >> Can you talk to Adam and Aaron and just say, "Hey, Odyssey, if we sell Odyssey a year in advance in an hour, >> why aren't these tickets $100?" >> I I >> What is his response to that?

15:25>> So, he sets the price, not us. But I'm allowed to weigh in and I've said that makes no sense. And um when I have those discussions with exhibitors, they all say that's a really good point. But, you know, there's a guy in um >> Well, Live Nation is dynamic pricing. Now, >> Springsteen Springsteen says, "Whatever it's worth is what people will pay for it." And >> there's a guy in um um Las Vegas called