I just think that the type of stuff put into IMAX theaters is your typical Marvel-derivative action fare. it's rare that a director who really cares that much about these different formats is actually popular enough to draw people in and is not making these generic sort of films. and I'd argue that the majority of the people being drawn to a Tarantino/Nolan don't have the first clue about this sort of thing. so it seems inevitably self-serving to the directors themselves... then again, it's a talking point for media, and people can then pretend to act like they know what 70mm is compared to 35mm, blah blah blah. at least I'm not pretending!