LAS VEGAS – An AI-enhanced version of The Wizard of Oz is boosting profits at the Sphere and signaling a potential shift in how movies are experienced.
The interactive experience that puts viewers right into the action of the 1939 classic film is making the Sphere $2 million a day, according to Wolfe Research. The profit surge comes as welcome news after the Sphere struggled to turn a profit since opening in September 2023. While the venue has hosted concerts by U2 and the Backstreet Boys, it had difficulty recouping its $2.3 billion construction cost.
In 2024, the venue reported a net loss of $46.6 million on revenue of $273.4 million. That is changing with the $100 million Google AI-enhanced version of the Judy Garland classic, which has been reformatted for the venue’s 160,000-square-foot projection space. Analysts expect it to generate more than $1 billion over the next several years.
Prices of the tickets start from $104 for general admission and climb depending on the seating location. While higher than typical movie theater tickets, the Sphere version immerses audiences with effects that engage sight, smell, and touch. During the tornado scene, for instance, viewers are hit with a swirl of leaves.
But this production is more than just an opportunity to experience a classic movie from a new perspective. It stands as a model for other classic movies and entertainment properties.
Glenn Derry, executive vice president of MSG Ventures, which oversees the Sphere’s technology and physical effects, told The Hollywood Reporter that the effects can be repurposed.
“You can build all these layers, and then you sort of have your toolbox, and then you can apply the different tools as they happen, and again, you build these things at a cool scale that no one else is doing,” Derry said. “It gives you a chance to mix and match in a way that other people don’t have the ability to do.”
The film is scheduled to run until March 31, 2026, giving audiences plenty of time to experience the groundbreaking show.
