"Going forward, we intend to take a more conservative approach."
By Robert Marrujo:: Marvel's Inhumans continues to make waves for all the wrong reasons. The beleaguered television show has been lambasted by pundits from day one and is currently in the throes of tepid ratings for its freshman season. Now, IMAX CEO Rich Gelfond has told Deadline that its recent low returns from its partnership with Marvel on the project have compelled the company to be more trepidatious about future collaborations.
"Going forward, we intend to take a more conservative approach consistent with the Game of Thrones approach to capital investments and content. We will be more conservative when considering whether to invest our own capital; and if so, to what extent."
In regards to the failure of Inhumans on the big screen, Gelfond said this:
"Customers expected a production akin to a mega-budget blockbuster movie, rather than pilots for a television show. 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.”
Inhumans brought in a total of $3.5 million when it debuted in IMAX theaters on September 1, 2017. While Marvel isn't likely to go bankrupt following the failure of Inhumans, it's still certainly unsettling for the company to have the CEO of IMAX say such things in the wake of their partnership.