I'll never forget the first time I saw a Mission: Impossible poster—Ethan Hunt dangling from a cliff, my heart racing. But these new ones for The Final Reckoning? They're screaming IMAX so loud, I'm wondering if it's all just smoke and mirrors.
The posters for Mission: Impossible – The Final Reckoning are a masterclass in marketing hype. One, with Tom Cruise in a diving helmet, boasts “Dolby Cinema” in sleek blue, bubbles floating around like a promise of immersion. The other—a bold IMAX edition—shows Cruise clinging to a biplane mid-stunt, the words “FILMED FOR IMAX” practically daring you to look away. It's visceral. It's intense. But here's teh rub—does the IMAX branding deliver, or is it just a shiny badge to slap on a ticket price hike?
Paramount's own featurette claims, “Seeing it on IMAX, it invests you in that world. This is cinema.” They're not wrong—IMAX can make you feel like you're in the cockpit with Cruise. But the promo also shows behind-the-scenes shots of helicopters with camera rigs, and not all of them are full-frame IMAX cameras. A 2021 interview with cinematographer Greig Fraser in Variety noted that only a handful of directors—like Christopher Nolan—use true IMAX cameras for the full experience. So, while The Final Reckoning will look spectacular, it might not be the “pure” IMAX experience the poster promises. Boom. Expectation check.
The Mission: Impossible franchise has always leaned on spectacle to sell tickets. Back in 1996, the first film's poster was all about Cruise's steely gaze—simple, but effective. Fast forward to 2018's Fallout, and we got Cruise hanging from a helicopter, setting the stage for bigger, crazier stunts. Now, with The Final Reckoning as the 8th entry and the conclusion to 2023's Dead Reckoning Part One, the stakes are higher. The IMAX poster isn't just selling a movie—it's selling an event.
But let's talk history. IMAX as a format has been around since the 1970s, originally for documentaries, not blockbuster action flicks. It wasn't until the early 2000s that Hollywood caught on, with films like The Dark Knight (2008) using IMAX cameras to capture jaw-dropping scale. A 2019 study from the National Association of Theatre Owners found that IMAX screenings can boost box office revenue by up to 20%—no wonder Paramount's plastering it on every poster. Yet, as filmmaker Ryan Coogler pointed out in a 2022 IndieWire interview, “IMAX is a tool, not a guarantee.” If the film isn't shot with the right tech, you're just watching a slightly bigger screen.
This poster campaign feels like a high-stakes gamble. On one hand, it's tapping into our love for larger-than-life experiences—especially after Cruise's real stunts in Top Gun: Maverick (2022) made IMAX screenings a must-see. On the other, it risks overpromising. If fans shell out for IMAX and don't feel that “immersive” magic, the backlash could sting.
So, here's the uncomfortable truth: these posters are gorgeous—but they're also a slick sales pitch. You'll either love the IMAX hype or roll your eyes at the marketing. Me? I'm still watching The Final Reckoning on the biggest screen I can find, May 23rd. Will you risk the IMAX upcharge—or stick to a standard screen? Drop your thoughts below.
