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It seems like a cheat though, not using them. Just showing it in an IMAX branded cinema isn't enough. It dilutes the brand. Usually something like a Dolby Cinema doesn't advertise/show a film as Dolby Cinema if it doesn't have Dolby EDR and Atmos.

The director and cinematographer shot with a variety of formats before deciding on what look they wanted, including 65MM 5-perf. LIEmax (not faux-max) Seems a lot of it is mere marketing though if they don't use actual IMAX cameras to capture footage for the films, DUNE excepted of course.