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IMAX Regrets Putting Inhumans In Theaters

Written by Tim Midura on Sunday, October 29 2017 and posted in News with Benefits

IMAX Regrets Putting Inhumans In Theaters

Finally, something we can all agree on.

Source: Deadline

Nearly two months after its debut, IMAX CEO Rich Gelfond has come up with a reason why Inhumans did so poorly in theaters, the fact that there were no new wide U.S. film releases that week. His reasoning?

a "misalignment of customer expectations."

This translates to people didn't want to pay movie prices for a television show. Inhumans' two episode run ended with a box office take of only $3.5 million, far below IMAX's expectations. This showing has made IMAX rethink its strategy regarding television shows.

"Going forward, we intend to take a more conservative approach consistent with the Game of Thrones approach to capital investments and content," Gelfond said on the call. "We will be more conservative when considering whether to invest our own capital; and if so, to what extent."

Marvel and ABC haven't commented on the Inhumans problem, while IMAX is tackling the issue head on.

"Customers expected a production akin to a mega-budget blockbuster movie, rather than pilots for a television show," Gelfond said. "Moreover, the fact that this was Marvel IP set the bar at a level you wouldn't see from other pieces of content or IP because of the reputation and the high production value of Marvel movies."


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About the Author - Tim Midura

Born in the frozen tundra of Massachusetts, Tim Midura has long possessed a love for comic books and records. After stealing the beard of Zeus and inventing the pizza bagel, a much more heavily tattooed and bearded Tim Midura has finally settled in San Diego. He's the world's first comics journalist who doesn't want to become a comics writer. Find him on twitter, facebook or by email.

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