The first two episodes of Marvel's Inhumans were not received especially well when they debuted in IMAX theaters last month, which, according to IMAX CEO Rich Gelfond, is because of a "misalignment of customer expectations."
As reported by Deadline, Gelfond addressed the underwhelming performance of the theatrical premiere during a quarterly earnings call, essentially attributing the poor reception to moviegoers expecting to get a film-quality experience but instead getting to two episodes of a television show.
"Customers expected a production akin to a mega-budget blockbuster movie, rather than pilots for a television show," Gelfond said. "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."
While the film was screened in a limited number of theaters, the box office reception was below IMAX's expectations. As such, it's unlikely we'll see something similar from IMAX in the future. "Going forward, we intend to take a more conservative approach," he said. "We will be more conservative when considering whether to invest our own capital; and if so, to what extent."
Read IGN's review of the Inhumans premiere to find out why we found to be a "slog to get through."
Alex Osborn is a freelance writer for IGN. Find him on Twitter at @alexcosborn.
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