IMAX admits that Marvel’s Inhumans in theaters was a failed experiment

Last Updated on July 30, 2021

The IMAX screen presentation of Marvel's INHUMANS has finally been thoroughly analyzed, with IMAX CEO Rich Gelfond claiming that the project's disappointing reception, while presented in theaters, was due to a "misalignment of customer expectations." In essence: Moviegoers quickly became hip to the idea that they were paying a handsome sum to watch a television show.

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At one time, Marvel's INHUMANS was meant to receive the AAA Disney film treatment, as a part of the Marvel Cinematic Universe. After the stars failed to align for that project, the property then became a television series at ABC. IMAX then stepped in and signed a contract saying that they would co-produce Marvel's next television project, in addition to premiering the first two episodes of the show exclusively on their screens, prior to the show's network debut. Unfortunately, the theatrical introduction to Marvel's royal family only garnered $3.5 million in box office receipts. Without question, the experiment to get asses in the seats for the unique comic event, failed.

In talking with Deadline about using the theater-first format for future endeavors, Gelfond stated “Going forward, we intend to take a more conservative approach consistent with the ‘Game of Thrones approach’ to capital investments and content. We will be more conservative when considering whether to invest our own capital; and if so, to what extent.” Interestingly enough, while Gelfond has addressed the theatrical failure of Marvel's INHUMANS with confidence, Marvel and ABC execs have been dodging talk about the botched launch at every turn.

“Customers expected a production akin to a mega-budget blockbuster movie, rather than pilots for a television show,” Gelfond added. “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.”

I've got to say, Rich, I've seen the first two episodes of Marvel's INHUMANS, and  a "misalignment of customer expectations," isn't the only reason it tanked in theaters.

Marvel's INHUMANS airs Friday nights on ABC.