“You can no longer be a blockbuster without being in IMAX”: Greg Foster reflects on the evolution of cinema at Mediterrane Film Festival 2026

The trajectory of the modern movie-going experience has been defined by a constant search for the “next big thing”, yet for Greg Foster, the secret to staying relevant has always been rooted in a decidedly old-school superpower: the strength of human relationships. Growing up in the heart of Hollywood as the son of legendary producer David Foster, Greg was raised in a world where business was conducted in living rooms rather than over Zoom calls. This early exposure to icons like Steve McQueen and the high-stakes atmosphere of 1970s sets provided him with a unique advantage – a deep-seated understanding of the industry’s inner workings that would eventually allow him to transform IMAX from a niche museum attraction into a global cinematic essential. Speaking with The Upcoming against the sun-drenched backdrop of the Mediterrane Film Festival in Malta, the former CEO of IMAX and industry consultant reflected on his remarkable journey and the enduring magic of the theatrical experience.

Central to Foster’s tenure at IMAX was his ability to bridge the gap between technical innovation and the creative vision of the world’s most influential directors. He was refreshingly candid about the fact that studios may hold the purse strings, but figures like Tom Cruise and Christopher Nolan are the true ambassadors of the medium. Foster specifically detailed his decade-long partnership with Nolan, recalling the critical “midnight show” of Batman Begins. Long before the era of digital pre-sales, the sight of massive lines wrapping around theatres hours before showtime signalled a tectonic shift in audience behaviour. It was Nolan’s particular, knowledgeable obsession with 70mm film that pushed IMAX to become better, teaching the company how to harness its own technology to serve the narrative rather than just the spectacle.

Foster’s narrative is one of calculated risks and instinctive leaps, such as the re-release of Apollo 13 or the decision to launch The Matrix Reloaded in the large format weeks after its initial run. He highlights a pivotal change in the industry landscape where IMAX moved from chasing studios for “shelf space” to becoming the most sought-after slot in the summer calendar. Despite the turbulence brought by recent strikes and the pandemic, Foster remains a staunch optimist, pointing to the record-breaking success of 2025 and the resurgence of animation as proof that the ritual of the “Friday night movie” is far from dead. For him, the secret to the big screen’s longevity isn’t just about ticket prices or 3D effects; it is about creating an experience worthy of getting out of the house – a communal moment where, as the IMAX countdown begins, the audience starts cheering before a single frame of the film has even appeared.

Laura Della Corte

For more information about the Mediterrane Film Festival, visit here.