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We needed to create excitement about the latest Nolan blockbuster AND ensure that the audience would seek out the film at an IMAX theater.
With time having a major role in the film, we decided to show the protagonist going forward and backward while elements of danger surround him.
With a Christopher Nolan pedigree, audience members know that they're in for a mind-bending experience, and our art only helps to enhance the message that the film experience will be larger-than-life.