After the two-part premiere of Inhumans garnered a disastrous critical reception and minimal box office take of only $3.5 million in its theatrical run, IMAX CEO Bob Gelford says the company will be "more conservative" in the projects into which it invests money and theatrical space moving forward.
“Going forward, we intend to take a more conservative approach consistent with the ‘Game of Thrones approach’ to capital investments and content,” Gelfond told Deadline. “We will be more conservative when considering whether to invest our own capital; and if so, to what extent.”
As for what made Inhumans flop, Gelford said it was a “misalignment of customer expectations" - meaning viewers expected a Marvel Studios level film production, and instead got a production with a television budget.
“Customers expected a production akin to a mega-budget blockbuster movie, rather than pilots for a television show,” Gelfond explained. “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.”
The final episode of Inhumans, which moved to television to finish its run, will air November 10 on ABC.