As a moviegoer and critic, I have to say I’m a bit concerned about this new deal between IMAX and Netflix. Vue Entertainment’s CEO, Tim Richards, voiced similar worries, and I agree with his points. The plan to give Greta Gerwig’s upcoming “Narnia” film an exclusive two-week run in IMAX theaters before it hits Netflix just doesn’t feel right. It feels like a move that prioritizes streaming over the traditional theatrical experience, and that’s something I think will ultimately hurt moviegoers.
Variety obtained a letter detailing his concerns, making him one of the first major cinema operators to publicly voice opposition.
In his letter, Richards explained that the agreement effectively prevents most cinemas from showing the movie. He cautioned that IMAX seeking more exclusive deals like this could negatively impact the entire movie theater industry. He believes this release strategy limits access for viewers who prefer to watch the film on standard screens, not just IMAX. Richards also highlighted that the plan puts cinemas in a difficult position, forcing them to either adhere to traditional release schedules or grant IMAX complete control over the film.
He argued that this situation gives IMAX an unfair advantage and could damage the way theaters work together. Richards also warned that IMAX might resort to legal tactics to pressure theaters into showing the film, effectively taking away their ability to decide for themselves. This, he believes, would leave many theaters with no real options.
Richards wondered why the film wouldn’t be shown in more theaters, particularly since formats like Dolby or XD couldn’t even display it. He disagreed with IMAX’s claim that this was the ideal release strategy, noting that massive hits like “Barbie” had thrived without IMAX showings.
He explained that IMAX isn’t necessarily the leading cinematic experience anymore, as other systems now provide comparable image and sound quality. He also mentioned that director Greta Gerwig specifically requested her film be shown in Dolby Vision and Atmos, a format available at many theaters.
He concluded his letter by urging the movie industry to collaborate rather than focus on exclusive release strategies. He emphasized that audiences deserve choices, and restricting them to a single way to watch a movie defeats the point of showing films in theaters. He stated, “The industry should never try to convince audiences that there is only one way to enjoy a great film.”
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2025-11-17 22:44