IMAX CEO acknowledges Marvel’s Inhumans disappointed cinemagoers

Contributed by
Oct 28, 2017

IMAX CEO Rich Gelfond has become the latest voice to speak out on the disappointment of Marvel's Inhumans, which has seemingly become the political hot potato no one wants to hold on to in the MCU.

Deadline reports that with respect to the dismal box-office receipts, Gelfond blamed a “misalignment of customer expectations.” Which, of course, makes sense when you consider that a) this event was essentially two episodes that would be later shown on television and b) the early buzz from movie critics was baaaad.

Even Marvel Studios head Kevin Feige appeared to want to dodge the question over its failure when he was recently interviewed by UPROXX and joked that he couldn’t hear because the phone line was “breaking up” (that old chestnut).

Marvel's Inhumans – now considered by most to be the studio's biggest flop in recent memory – took in a disappointing $3.5 million at IMAX theatres when it was released, falling well below expectations. It premiered on Sept. 1 with a 75-minute version of the first two episodes, followed by an expanded 84-minute premiere with new footage on Sept. 29 on ABC.

Per Deadline, Gelfond added that IMAX won't be making a gamble like that again, stating: “Going forward, we intend to take a more conservative approach consistent with the Game of Thrones approach to capital investments and content." Adding: “We will be more conservative when considering whether to invest our own capital; and if so, to what extent.”

Unable to recover from the early bad reviews, the show recently hit a ratings low on the fifth episode, casting major doubt on its future.

Have you found any redeeming qualities to Marvel’s Inhumans? Let us know in the comments below.