Marketing campaigns for summer blockbusters have traditionally kicked in around six months before release. But one film not playing by these rules is Christopher Nolan’s The Odyssey, his much-discussed take on Homer’s epic, starring Matt Damon, Zendaya, Tom Holland, Lupita Nyong’o and many more. Earlier this month, more than a year in advance of its 17 July general release date, a teaser trailer started showing in cinemas. And then on 17 July itself, in an unprecedented move, tickets went on sale for opening weekend screenings in Imax 70mm – Nolan’s preferred format for all his films. Less than a day after those tickets were made available, most of them were sold out, and scalpers were reselling them for upwards of $200 (£148).