IMAX Changed 'Inhumans' Plans To Make Way For 'It'
Few people predicted how great of a success the horror remake It was going to be. On the other end [...]
Few people predicted how great of a success the horror remake It was going to be. On the other end of the spectrum, many could see that Marvel's The Inhumans was going to be a disappointment.
IMAX altered their September plans very quickly to make way for It when they realized the horror film was going to be a winner.
Rich Gelfond, CEO of IMAX, revealed the company shifted their plans at Goldman Sachs Communicopia.
"It was getting a lot of positive buzz — not this positive," said Gelfond. "In fact, I think people thought it would open to about $70 million. So everybody was surprised by about 100 percent by what the results were."
In the first weekend, It made $10 million in IMAX theaters, a record for both horror movies and the month of September on their gigantic screens, according to the Wrap. The Marvel TV/IMAX hybrid didn't do nearly as well.
"We were playing a September fill-in that we had helped create, which was the first two episodes of Marvel's Inhumans, an ABC series," Gelfond said. "[Inhumans] did fine in its first weekend, [making] two-and-a-half million dollars.
"But when you saw a train like that coming down the tracks in It, it made a lot of sense to regroup. And we did that with very little marketing and very little time to get in it. We made very nice revenues."
IMAX is able to make changes at their theaters so rapidly because of their automated DMR system, which allows digital distribution instead of as opposed to physical mediums. That means they don't have to pay for distributing copies to theaters, cutting the cost of transporting them as well as replicating physical copies.
While The Inhumans is not exactly a flop, it's not a success story. Game of Thrones aired the last two episodes of Season Four and a preview of new episodes in IMAX theaters ahead of the Season 5 premiere, and made around $1.5 million on 205 playdates.
Though The Inhumans made around $2.5 million, they were playing on 393 screens — nearly twice as much.
Marvel's The Inhumans premieres on ABC on Friday, September 29.
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