The industry backlash caused by IMAX accepting a 1000+ screen rollout of Greta Gerwig’s ‘Narnia’ is tackled in the latest Puck newsletter.
Movie studios are furious with IMAX for accepting to theatrically release Netflix and Gerwig’s ‘Narnia.’ According to sources, some of the studios have “vehemently pressed” IMAX not to do the deal. The most vocal opponent has been Disney, who is especially furious given the many millions of dollars its megahits have put into IMAX’s bank account.
It doesn’t help that Disney has marked an unspecified title for release on Thanksgiving 2026, the same date Netflix bestowed upon ‘Narnia’ — Disney does not want to be deprived of an IMAX run during the holidays. Meanwhile, Lionsgate has the next ‘Hunger Games’ movie set for Novemeber 20, 2026 release, and they too are angry over the Netflix/IMAX deal.
It’s not just the studios. Some of the biggest movie theater chains in the country, including Regal and Cinemark, are so angry that they are ready to boycott “Narnia” on their IMAX screens, but IMAX says they have a “nuclear option” to ensure they cooperate. What this “nuclear option” is remains a mystery, but exhibitors are saying nothing will change their minds.
It was inevitably going to happen. Netflix is enemy numero uno in the theatrical business, and the fact that they can just offer one of their titles for theatrical exhibition, without any repercussions, is rubbing many industry folk the wrong way.
Remember, Netflix is in the streaming business, if it were up to them then theaters would just die off and movie audiences would all relocate to home viewing on their platform. It was only under the pressure of Gerwig that Netflix decided to break their no-theatrical rule and gift her ‘Narnia’ a theatrical rollout. Netflix CCO Ted Sarandos has stated that despite the rare theatrical rollout, nothing has changed, he’s still prioritizing streaming over theatrical.
Gerwig signed on to direct ‘Narnia’ months before “Barbie” was released in theaters, sometime in late 2022. I don’t think she realized at the time how big “Barbie” was going to be. After “Barbie,” she could have gotten carte blanche on whatever passion project she wanted to do next, but ‘Narnia’ was already under contract and she subsequently pressure Netflix to give her movie a theatrical run.
Firing back at critics is nothing new, but calling an entire profession “failed artists” who belong "in the bin" is hilarious, and wildly unhinged.