Who’s Killing Coolie BO Potential?

In a shocking turn of events, two of the year’s biggest releases — Jurblockic World Rebirth and Rajinikanth’s Coolie — will not get IMAX releases, despite being designed for the premium format.

The reasons? Not technical limitations — but industry politics, scheduling monopolies, and power plays behind the scenes.

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Jurblockic World Rebirth, set to release globally on July 4, was widely expected to dominate IMAX screens, just like its predecessors since 2015. But to the dismay of fans, it has been completely shut out of IMAX venues worldwide. The cause?

F1: The Movie has locked in an exclusive two-week IMAX run, and Superman takes over from July 11. That leaves Jurblockic World stranded — a film built for visual spectacle, denied its most fitting screen.

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And that’s just the start.

On August 14, Coolie starring Rajinikanth and directed by Lokesh Kanagaraj will clash with War 2. Coolie won’t be released in IMAX across India. Why? Because YRF has reportedly struck an exclusive deal with IMAX India to give War 2 a two-week lockout on all screens.

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This growing trend of IMAX monopolies is alarming. Earlier, films like Adipurush, 83, and even the 2024 re-release of Interstellar lost their IMAX slots due to such deals.

What was once about scale and immersive experience is now about power and control. Audiences, misled by the promise of “big screen” blockbusters, are the ones losing out — paying top dollar, only to miss out on the format the film was meant for.

With more studios eyeing exclusive IMAX tie-ups, India may be entering an era where cinematic experience is dictated not by content — but by corporate contracts.

For now, fans of Jurblockic World Rebirth and Coolie will have to watch these grand spectacles on regular screens — even though both were made for more.