Christopher Nolan’s “The Odyssey” has conquered plenty of box office records since opening in July, but one of the more revealing comes from a single 500-seat auditorium in London.

The BFI IMAX has generated GBP £2.7 million (USD $3.7 million) in ticket sales for Universal Pictures’ epic, making “The Odyssey” the highest-grossing film in the venue’s history. More than 101,000 tickets have been sold, pushing the film past the GBP £2.5 million (USD $3.41 million) record previously held by “Avatar.”

Demand was evident well before opening day. The BFI sold 28,000 advance tickets during the first 24 hours of sales, worth GBP GBP £750,000 (USD $1.02 million), and the film generated GBP £220,000 (USD $300,000) during its opening weekend alone. The BFI IMAX is now the highest-grossing IMAX location for “The Odyssey” outside North America and ranks second worldwide behind the TCL Chinese Theatre in Los Angeles, a venue with nearly twice its seating capacity.

The London result is particularly striking because “The Odyssey” has already become the highest-grossing IMAX release globally, with the format generating $289 million in less than a month and accounting for more than 26% of the film’s worldwide box office at that point.

There are plenty of ways to interpret those numbers, but perhaps the simplest is this: audiences aren’t merely paying to see “The Odyssey.” A significant number are paying a premium to see it in a particular way. For exhibitors investing heavily in PLF auditoriums, that distinction matters.