'Wizard of Oz' Hits $260M: Sphere Eyes K-pop and Hollywood's Biggest Franchises

Second U.S. venue announced near Washington D.C. as Hollywood eyes Jurassic Park, Avengers, and K-pop for the platform

From Jurassic Park to Inkigayo: How a giant orb in Vegas is rewriting the rules of live entertainment

The massive orb towering over the Las Vegas Strip is reshaping the global entertainment landscape. After 'The Wizard of Oz at Sphere'—a $100 million project two years in the making—surpassed 2 million tickets and $260 million in sales just five months after opening, Sphere Entertainment Co. is setting its sights on the nation's capital.

The company plans to build a second U.S. venue in Maryland and leverage global IP from Jurassic Park to K-pop, cementing its position as the defining 'next-generation media platform.'

Box Office Equivalent of #9 Domestically—At 13x Movie Ticket Prices

The numbers Sphere Entertainment released on January 20 exceeded market expectations. 'The Wizard of Oz at Sphere,' which opened on August 28, 2024, crossed 1 million tickets and $130 million by mid-October, then doubled again in just three months. The $260 million in ticket sales would rank No. 9 at the domestic box office in 2025, essentially tied with Universal's live-action 'How to Train Your Dragon' ($262 million).

What's remarkable is the ticket price. Sphere experience tickets run around $200—more than 13 times the average $15 movie ticket. Yet audiences are lining up. The 18,600-seat Las Vegas Sphere runs multiple shows daily, with tickets on sale through December 2026.

[Table 1] 'The Wizard of Oz at Sphere' Box Office Performance

Source: Sphere Entertainment Co. Press Release (January 20, 2026)

A New Template for Hollywood IP: Jurassic Park, Avengers, Harry Potter Next?

Industry observers see the Oz success as a potential template for how Hollywood can adapt classic IP for the Sphere platform. The project, which reimagined the 1939 MGM/Warner Bros. classic using cutting-edge technology, assembled top-tier Hollywood talent including producer Jane Rosenthal, VFX expert Ben Grossmann, and 'Oppenheimer' editor Jennifer Lame.

The Hollywood Reporter speculated that franchises like Jurassic Park, Avengers, Harry Potter, and Star Wars could be adapted for the Sphere. With its 16K LED screens, spatial audio, haptic seats, and 4D environmental effects, the venue could transport audiences into the age of dinosaurs or let them walk through Hogwarts.

CEO James Dolan expressed confidence in long-running success similar to Cirque du Soleil. During the November earnings call, he stated, "What's the lifespan of Wizard of Oz? It wouldn't surprise me if we were showing Wizard of Oz 10 years from now." He added that the company plans to continue the show "until we see demand start to fall off—that could be a lot longer than a year." An 'Oz 2.0' experience is planned for the show's first anniversary this summer, featuring new elements like "taking audiences for a ride on a witch's broom."

Washington D.C. Expansion: 'One of the Largest Economic Development Projects in County History'

Riding the wave of success, Sphere Entertainment announced plans for a second U.S. venue on January 19. The new 6,000-seat venue will be located at National Harbor, Maryland, about 15 minutes from the nation's capital. The company struck a deal with the State of Maryland, Prince George's County, and Peterson Companies.

Maryland Governor Wes Moore described the deal as "one of the largest economic development projects in Prince George's County history." The company secured approximately $200 million in state, local, and private incentives and projects annual economic impact exceeding $1 billion. Following Las Vegas, Sphere Entertainment is also pursuing a venue in Abu Dhabi.

[Table 2] Sphere Venue Comparison

Source: Bloomberg (January 18, 2026), Sphere Entertainment Co.

World's Largest LED Screen: The Technology Behind the Sphere

Sphere's competitive edge lies in its groundbreaking technology. The Las Vegas Sphere boasts the world's largest LED screen. The interior LED display features 16K resolution, covering an area equivalent to three football fields. The exterior is wrapped in over 580,000 programmable LED panels, making it a new landmark on the Las Vegas skyline.

[Table 3] Sphere Core Technology Specifications

Source: Sphere Entertainment Co.

The audio system is equally revolutionary. Using beamforming technology, it delivers customized sound to individual audience members. Haptic seats provide vibration and tactile feedback synchronized with the visuals, while 4D environmental effects add wind, scent, and temperature changes. Audiences don't just 'watch' the content—they 'enter' it.

From U2 to Eagles: A Platform Proven by World-Class Artists

Since opening in September 2023, Sphere has validated its platform through residencies by world-renowned artists. U2 launched the venue with 'U2:UV Achtung Baby Live at Sphere,' performing 40 shows. The Eagles and Dead & Company followed. Phish, No Doubt, and Kenny Chesney are slated to perform in 2026.

The pivot from concerts to cinematic experience content with 'The Wizard of Oz' proved a winning formula. Sphere is no longer just a 'venue'—it's evolving into an 'experiential media platform.' CEO Dolan emphasized, "Sphere is a new experiential medium," adding that the company's goal is "creating a global network of Spheres across forward-looking cities."

K-pop Meets Sphere: Exploring Las Vegas Concert

Sphere's immersive technology is opening new possibilities for the K-pop industry. Korea's leading TV networks and major entertainment companies have expressed interest in exploring the possibility of staging flagship K-pop concerts at the Las Vegas Sphere.

Building on decades of music program production expertise and global K-pop brand power, Korean content players are reportedly considering how to leverage Sphere's next-generation immersive technology.

If iconic K-pop music shows—such as SBS's Inkigayo were presented at Sphere, it could create an unprecedented experience combining live K-pop performance, large-scale visual storytelling, and multi-sensory technology. Beyond traditional broadcast formats, major K-pop agencies and production companies are also evaluating Sphere as a potential venue for artist residencies, immersive concert films, or fan experience events.

Such collaborations could set a new benchmark for how K-pop is presented on the global stage—showcasing not only artists and choreography but also immersive narrative worlds built across Sphere's massive interior LED canvas. As Korea's entertainment industry seeks new formats to differentiate in an increasingly competitive global market, Sphere represents both a technological frontier and a strategic branding opportunity.

Next Up: 'From the Edge' by Free Solo Directors

Sphere's next experience content is already in development. Academy Award-winning 'Free Solo' directors E. Chai Vasarhelyi and Jimmy Chin are producing 'From the Edge,' an extreme sports documentary. CEO Dolan noted, "It's got a ways to go. I expect that it will be ready by the end of the summer. But that doesn't mean that we'll launch it at the end of the summer... we plan on basically running Wizard of Oz until we see the demand to start to fall off."

'From the Edge' is expected to let audiences experience cliff climbing, skydiving, and other extreme sports through Sphere's immersive technology. If 'Free Solo' captured the tension of rock climbing on screen, 'From the Edge' will transport audiences into the heart of the action.

Sphere Entertainment: The New Growth Engine of the Dolan Empire

Sphere Entertainment Co. (NYSE: SPHR) is an immersive experience, technology, and media company led by James Dolan. Dolan is also known as the largest shareholder of AMC Networks and owner of the NBA's New York Knicks and NHL's New York Rangers. Beyond Sphere, the company operates regional sports and entertainment networks MSG Network and MSG Sportsnet, as well as streaming service MSG+.

The $2.3 billion Las Vegas Sphere initially drew skepticism about excessive investment, but the U2 residency success and 'Wizard of Oz' blockbuster have proven its value. Sphere has now established itself as a new growth engine for the Dolan empire.

Why the K-Content Industry Is Paying Attention

The success of 'The Wizard of Oz at Sphere' isn't just a Las Vegas story—it's a signal to the global entertainment industry about where premium live experiences are heading.

For K-pop, an industry built on spectacular live performances, cutting-edge visuals, and devoted global fanbases willing to travel across continents for concerts, the implications are significant. Sphere offers something no traditional concert venue can: a fully immersive environment where the boundaries between performer and audience, reality and fantasy, dissolve entirely.

"The Sphere represents a new kind of canvas," says one Korean entertainment executive who spoke on condition of anonymity. "K-pop has always been about total performance—music, dance, visuals, storytelling. This technology could take that to a level we've never seen."

Imagining K-pop Inside the Sphere

What would a K-pop concert look like inside a giant sphere wrapped in 16K LED screens? Industry observers and technology experts have begun sketching out the possibilities—and they go far beyond simply projecting visuals on a bigger screen.

Consider a BTS or BLACKPINK performance where the entire venue transforms with each song. During a ballad, the audience finds themselves floating through clouds or drifting in space. When the beat drops, they're transported to a neon-lit cityscape that pulses with the rhythm. The haptic seats vibrate with the bass. Wind effects match the choreography. The artists perform on a central stage while their digital avatars dance across the curved walls, creating the illusion that the audience is inside the music video itself.

Or imagine flagship music programs reimagined for this format. Rather than watching performances on a flat stage, audiences could be immersed in custom-designed worlds for each act. A rookie group's debut stage becomes a journey through a fantastical narrative. An established artist's comeback transforms into a cinematic experience.

"The technology exists to do things that would have been science fiction five years ago," notes a production designer who has worked on major K-pop tours. "The question isn't whether it's possible—it's whether the economics and logistics can work."

Inside the Sphere: Technology That Could Redefine Live K-Content

To understand why Korean entertainment players are intrigued, it helps to understand what makes Sphere technologically unique. The Las Vegas venue isn't just a big screen—it's an entirely new kind of performance space.

[Table 2] Sphere Technology Specifications

Source: Sphere Entertainment Co.; K-EnterTech Hub analysis

The audio system alone could transform how K-pop is experienced. Using beamforming technology, Sphere can deliver different audio to different sections of the audience simultaneously. In theory, this means fan chants could be spatially mixed, or different language commentary could be delivered to international fans without headphones.

Korean Players Reportedly Exploring Sphere Possibilities

Multiple sources indicate that preliminary discussions and feasibility studies are underway across the Korean entertainment industry, though nothing has progressed to formal negotiations.

Major TV broadcasters—SBS—are said to be evaluating whether their flagship music programs could be adapted for the Sphere format. These networks have decades of experience producing large-scale K-pop performances and possess extensive artist relationships that could facilitate such productions.

The big four K-pop agencies—HYBE, SM Entertainment, JYP Entertainment, and YG Entertainment—are also believed to be monitoring developments closely. For these companies, Sphere represents a potential new revenue stream and branding opportunity, particularly for top-tier artists who have already conquered traditional touring formats.

"Everyone is watching what happens next," says an industry consultant who advises Korean entertainment companies on international expansion. "The 'Wizard of Oz' success removed a lot of skepticism about whether this format can work commercially. Now it's about figuring out the right approach for K-content."

The Challenges: Why K-pop at Sphere Isn't a Done Deal

Despite the obvious appeal, significant hurdles remain before K-pop could realistically arrive at Sphere. Industry insiders point to several key challenges:

Production Costs and Complexity: 'The Wizard of Oz' cost $100 million and took two years to produce. Creating K-pop content that fully utilizes Sphere's capabilities would require substantial investment in custom visuals, spatial audio mixing, and production design. This isn't a venue where you can simply bring an existing tour production.

Scheduling and Availability: Sphere currently runs 'Wizard of Oz' with multiple daily shows and has a packed concert residency calendar. Securing a meaningful run—not just a one-off event—would require navigating a competitive booking environment.

Artist Availability: Top K-pop acts maintain grueling schedules across music releases, variety appearances, fan events, and global tours. Committing to a Sphere residency would require significant calendar coordination.

Localization Questions: While K-pop has massive global appeal, a Las Vegas Sphere residency would need to attract both dedicated fans willing to travel and local/tourist audiences who might be less familiar with specific artists.

Sphere's Global Expansion: More Opportunities on the Horizon?

The calculus for K-content could shift as Sphere Entertainment expands its global network. On January 19, the company announced plans for a second U.S. venue at National Harbor, Maryland—about 15 minutes from Washington D.C. A venue in Abu Dhabi is also in development.

[Table 4] Sphere Global Network (Current and Planned)

Source: Bloomberg, Sphere Entertainment Co.

Maryland Governor Wes Moore called the National Harbor project "one of the largest economic development projects in Prince George's County history," with projected annual economic impact exceeding $1 billion. For K-content, multiple Sphere locations could enable touring productions—content created once could theoretically play across the global network.

The Abu Dhabi venue is particularly intriguing for K-pop, given the Middle East's rapidly growing fanbase and the region's positioning as a hub for major entertainment events.

Beyond Concerts: Other K-Content Possibilities

Live concerts may be the most obvious application, but industry observers suggest other K-content formats could also find a home at Sphere:

Immersive Concert Films: K-pop concert films have proven theatrical viability. A Sphere-optimized concert film could offer an experience between a recorded show and a live performance—potentially running for extended periods like 'Wizard of Oz.'

Fan Experience Events: Beyond performances, Sphere could host immersive fan meetings, comeback showcases, or anniversary celebrations that transform the entire venue into an artist's creative universe.

K-Drama Experiences: Following the 'Wizard of Oz' model, popular K-dramas could be reimagined as immersive experiences. Imagine stepping inside the world of 'Squid Game' or 'Crash Landing on You.'

Award Shows and Special Events: Major K-pop award ceremonies or special anniversary events could leverage Sphere's technology for one-time spectacular broadcasts.

What Happens Next

The success of 'The Wizard of Oz at Sphere' has validated a new category of premium immersive entertainment. Audiences are willing to pay $200 for experiences that transport them beyond the ordinary—a finding with obvious implications for K-pop, an industry that has always pushed the boundaries of live performance.

Whether K-content becomes a fixture at Sphere remains to be seen. The economics are challenging, the competition is fierce, and the logistics are complex. But the conversations are happening, the interest is real, and the potential is undeniable.

"Five years from now, we could look back at this moment as a turning point," reflects one Korean entertainment executive. "Or we could look back and wonder why we didn't move faster. The technology is ready. The global fanbase is there. The question is whether the Korean industry will seize this opportunity—or watch others take it first."

The giant orb on the Las Vegas Strip has proven it can redefine entertainment. The next chapter of that story may well be written in Korean.

Sources

• Bloomberg, "Sphere Plans New Venue in Washington Area After Vegas Success" (January 18, 2026)
• The Hollywood Reporter, "'Wizard of Oz' at Sphere Hits $260 Million in Ticket Sales" (January 20, 2026)
• Sphere Entertainment Co. Press Release, "The Wizard of Oz at Sphere Reaches More Than 2 Million Total Tickets Sold" (January 20, 2026)
• K-EnterTech Hub Internal Research, "SBS and K-Pop at the Sphere" (December 2025)