UPDATE: After reaching for further comment, a spokesperson with Marvel Television has told us here at MCU Exchange that IMAX is now allowing its theatres to choose how long to show Inhumans on a week-by-week basis.
“Per IMAX, exhibitors determine showtimes on a week-to-week basis and will continue to do so with Marvel’s Inhumans.”
This remains in stark contrast to the original announcement of the series, where Marvel and IMAX stated “… a version of the first two episodes of Marvel Television’s new series “Marvel’s The Inhumans”–produced in conjunction with ABC Studios and filmed entirely with IMAX digital cameras–will run worldwide exclusively in IMAX for two weeks at the beginning of September 2017.”
As anyone who has watched the promotional run up to Inhumans knows, things have not gone particularly smoothly for ABC’s third venture into Marvel TV. The media has been decidedly negative and many fans are doubtful about the quality of the product. While others have urged patience and a “wait and see” attitude, including ABC and Marvel TV, it appears that there may be some signs that even finance partner IMAX does not believe in the product as much as it once did.
The story begins with the announcement of Inhumans back in November. As the official Marvel press release states, “Under the agreement, a version of the first two episodes of Marvel Television’s new series “Marvel’s The Inhumans”…will run worldwide exclusively in IMAX for two weeks at the beginning of September 2017.” The decision made a lot of sense as no major film was releasing onto IMAX screens for a three week period in the month of September. From all accounts, both official and behind the scenes, this hole in the IMAX schedule was a major driver in the show’s creation. IMAX helped finance the project so they had some content for that stretch.
Then yesterday, it was announced that It would be producing an IMAX version. No further details have been released but It is scheduled for a September 8th release, a mere seven days after Inhumans comes to IMAX screens. The producers shared that information yesterday.
The possibility of a September 7th end date seems even more possible when one looks at IMAX’s official website for Inhumans. Throw in a major American city for the dates of 9/1-9/7 and a bunch of theaters pop up with ticket times. Change the date to 9/8 and all the theaters disappear. If Inhumans is going to be showing in IMAX come 9/8 none of those tickets are available for pre-purchase.
At this point, all the evidence points to IMAX shortening their promised engagement. It is nearly impossible to see that as a sign of confidence about ticket sales or reception. On the other side, it is impossible thus far to know how much of this decision was IMAX’s feelings about Inhumans or if the production team of It pushed hard to make their film available on IMAX screens. At the very least, it seems odd that an IMAX financed project that was shot on IMAX cameras for IMAX audiences is getting the boot in favor of a film shot on traditional cameras, going through an eleventh-hour conversion (which aren’t that good most of the time).
The other part of this that MCU Exchange readers will want to know is that your time is limited. Anyone planning on seeing Inhumans on that second week of release should probably start making plans now to go during the first week. Tickets are currently on sale via IMAX and your favorite cinema or ticket dealer site.