I've seen the movie 4 times now, each time with a different group of friends and it was my very first IMAX showing. Very, very impressed. The movie was still fun even after the 4th time around. The big push for me? The movie made fans of my friends who are NOT sci fi, comic book, adventure movie people at all. Most were not familiar with the music, had seen one or two Marvel movies, never seen Star Wars, did not understand any of the references, and in the end several mentioned how it'd been years since they laughed like that in a movie. Definitely an instant favorite for me, rearing to go a 5th time and drag along a few others who don't understand "space" movies.
How much did they like it? Several asked to have a Star Wars marathon in the coming week to see what all these "space" movies are about.