It’s a tale of two projects. At one end there was Marvel’s unique collaboration with ABC Studios and IMAX in Marvel’s Inhumans. At the other end, the Stephen King adaptation of IT. The former was shot with the IMAX format in mind and debuted the first two episodes in theaters — a big big swing for IMAX to be sure — and fans nervously waited after seemingly lackluster trailers. Meanwhile, anticipation was only building for IT — and the box office has shown that in full force.
On Wednesday, it was confirmed that IMAX made a quick pivot from Inhumans to IT in order to hop on the money train led by Pennywise. CEO Rich Gelfond said Wednesday at Goldman Sachs Communicopia that the King adaptation wasn’t really on their radar all that much. It’s a good thing Gelfond and his team caught on. Entering its second weekend with $151 million domestic in the bank, IT was a train IMAX couldn’t afford to miss.
Especially after Inhumans pulled away with $2.6 million across 676 IMAX screens. To compare, The Wrap reported that IT has already made $10 million on IMAX screens in a format it wasn’t initially intended for. Here’s what Gelfond had to say about the shift to IT and the success that ensued.
“‘It’ was getting a lot of positive buzz — not this positive,” Gelfond said Wednesday morning. “In fact, I think people thought it would open to about $70 million. So everybody was surprised by about 100 percent by what the results were.“We were playing a September fill-in that we had helped create, which was the first two episodes of Marvel’s ‘Inhumans,’ an ABC series,” he said of the unique TV series debut. “[‘Inhumans’] did fine in its first weekend, [making] two-and-a-half million dollars.
“But when you saw a train like that coming down the tracks in ‘It,’ it made a lot of sense to regroup,” Gelfond continued. “And we did that with very little marketing and very little time to get in it. We made very nice revenues.”
Very nice indeed. The quick turnaround towards Pennywise was made possible by a recent upgrade to an automated DMR by IMAX. This allows for the conversion of regular films to IMAX films and helps with the distribution process. Gelfond ins’t the only one deserving of some credit as IT was only made for $35 million to begin with.
With the big story being that IT is simply making more and more money with each passing week, where does this leave the future of Inhumans? Though the creepy clown movie is surely not the lone factor that will spell doom for the ABC project, it certainly doesn’t help and only creates a bigger obstacle to overcome once it’s premieres on TV. What do you think? Will you be adding to the box office of IT, if you haven’t already? And is there still some hope left for Inhumans to rebound? Sound off in the comments!
Marvel’s Inhumans stars Anson Mount, Serinda Swan, Iwan Rhoen, Ken Leung, Eme Ikwuakor, Isabelle Cornish, Mike Moh, Sonya Balmores and Ellen Woglomas. The series will premiere on ABC at 8 p.m. ET on Sept. 29.
Source: The Wrap