Vue CEO Slams IMAX-Netflix Deal, Says ‘Narnia’ Will Miss 99% of Cinema Screens

The CEO of Vue Entertainment is calling out IMAX for its new deal with Netflix, arguing that the plan will keep Greta Gerwig’s upcoming Narnia movie away from almost every movie screen worldwide. His comments were shared in a public letter released to Variety.

Tim Richards, who runs Europe’s largest privately owned cinema chain, said he believes the agreement hurts both the industry and the moviegoing audience.

The deal gives The Chronicles of Narnia an exclusive two-week run only in IMAX theaters before it goes dark for two weeks and then moves to Netflix. Richards said this setup shuts out nearly all cinemas that follow the usual theatrical release window.

He said that millions of people who would want to see Narnia in a normal theater will not get the chance because it will only play on IMAX screens that agree to the terms. Richards also said that Imax has warned theaters about what he described as a “nuclear option” if they refuse to show the movie on their Imax screens.

In the letter, Richards argued that the deal gives IMAX and Netflix short-term benefits, but everyone else gets left behind. He pointed out that other premium formats, including Dolby Cinema and Cinemark XD, will not be able to show the film at all.

Richards also questioned IMAX’s claim that these exclusive deals are good for theaters. He said that films can still do extremely well without an IMAX release, noting that Greta Gerwig’s Barbie became a major global hit without using IMAX. He also said that modern sound and projection systems from other companies match or surpass what IMAX offers.

He wrote that IMAX is no longer the leader in movie technology and said the company should not be pushing filmmakers to follow this type of release strategy. He argued that the entire industry works best when studios and theaters support all cinema formats, not just one.

Richards ended his letter by saying that the industry should never tell moviegoers there is only one right way to watch a movie.

“The industry should never try to convince audiences that there is only one way to enjoy a great film,” he wrote.

The comments add to growing frustration among theater owners who believe the IMAX-Netflix deal could set a troubling example for future releases.

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