The IMAX Keighley (named after the town in West Yorkshire, England, where IMAX's camera engineering team is based) is a ground-up redesign of the IMAX film camera. Previous generations — the IMAX MSM 9802 and MKIV — were massive, loud, and impractical for most narrative filmmaking scenarios. The film transport mechanism that pulls 70mm film through the gate at high speed generated significant mechanical noise, making sync-sound dialogue scenes nearly impossible without extensive sound dampening or ADR (automated dialogue replacement) in post.

The Keighley addresses these problems directly. It features a completely re-engineered film transport system that is significantly quieter than any previous IMAX camera. IMAX and Nolan's team also developed a custom "blimp" housing — an acoustically insulated enclosure that further reduces operating noise to levels acceptable for dialogue recording. The camera is also lighter and more compact than its predecessors, though "compact" is relative — it's still a large camera by any standard, given that it must accommodate the enormous 70mm film path.

The new IMAX featurette reveals one of the coolest practical solutions behind Christopher Nolan’s The Odyssey: a mirror system designed so actors could see each other around the massive blimped 15/65 IMAX film camera.

“Working with the IMAX cameras for the first time is an experience,” Tom [Holland] explained. “It is unlike anything I have ever seen before, and I didn’t know that it only ran for three minutes. So, I remember you would continue cutting, and I was with Jon [Bernthal], like, ‘Why does he keep cutting? Why does he keep doing that?’”

In recent weeks, social media users have beheld a steady stream of seemingly organic viral moments throughout their feeds: a Knicks fan’s religiously pluralistic chant outside Madison Square Garden, “candid” TikTok interviews with former California gubernatorial candidate Tom Steyer, posts from conservative influencers who share Polymarket charts and cast doubt on L.A.’s mayoral primary results, and bizarre social media exchanges between DoorDash and T-Pain.

At first glance, such posts seem like run-of-the-mill viral content. But they have something else in common: They are all paid sponsorships, either undisclosed as such or, at best, barely labeled in a blink-and-you’ll-miss-it manner. Look again at that Knicks video, and you’ll see the Kalshi logo on the fan’s microphone and the dancing robot’s jersey.