IMAX CEO Rich Gelfond discusses the reasons for the Inhumans poor box office performance.
Glefond is blaming the poor reception in theatres on a “misalignment of customer expectations.”
Essentially, movie-goers did not see the need to pay movie theatres prices for a network television show.
Inhumans was intended to be a film in the Marvel Cinematic Universe, but became a TV Series at ABC. An Inhumans subplot on Agents of SHIELD offered provided the lead in to the show.
“IMAX signed on to co-produce and struck a deal to premiere the first two episodes in its large-format theatres for a two-week engagement before it would air on ABC this fall. Box-office receipts of $3.5 million disappointed all involved, and the show drew negative reviews from critics.”
Prior to it’s release the show was receiving negative buzz, and producers were asked during TCA summer press tour about the unusual move to premiere a network show in IMAX.
“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.”
Audiences expect to see cinematic projects in theatres, and not pilots for television shows. Doctor Who and Game of Thrones, are examples of televisions shows releasing special event episodes in theatres. Inhumans lacks the reputation and high production value of those projects. Gelfond also explains that since Inhumans is a Marvel property, and the MCU set the bar high for theatrical releases.