The numbers are in. Inhumans did not break any records but brought in a respectable $1.5 million at the Box Office. This put it at No. 18 of what is described as the lowest top 12 in the last 17 years. It also still ended up being the highest earning new release of the weekend, beating out Tulip Fever that made around $1.1 million. What does make the new Marvel show stand out is that as an IMAX-only showing, it had a higher per-screen average than the winner of the weekend, The Hitman’s Bodyguard. Media analyst from ComScore, Paul Dergarabedian did praise IMAX for using the opportunity of a calm Labor Day weekend.
My hat was off to any distributor that released something at least new and innovative and different on this very slow Labor Day weekend. At least IMAX looked at the marketplace, saw an opportunity and did [something] for the fans. To me, that’s a winning strategy.
Those are quite respectable numbers for what could be considered a glorified TV premiere. It did underperform, however, as early predictions would’ve put its gross around $2 million. The negative reception and lack of marketing did not help its numbers. Game of Thrones made almost as much in a lot less IMAX theaters (thought it could be attributed to it being a finale premiere). While Marvel is a dominant brand in the industry, Inhumans was still untested and faced quite some negative buzz since the first picture of the cast was released. It will be interesting to see what happens to the property moving forward, as the next few episodes could still surprise audiences. There is a good chance it will be better received, as not only will we get a longer cut of the show, but viewers that were coy about the high pricing for the IMAX showing might check out the show once it is on ABC for free.
What do you think? Will you watch it once it airs on TV?