The future of cinema is under threat, and it’s all because of a single deal that’s sparking outrage across the industry. But here’s where it gets controversial: Vue Cinemas’ CEO Tim Richards has publicly slammed IMAX for its exclusive agreement with Netflix to screen Greta Gerwig’s upcoming The Chronicles of Narnia for just two weeks—a move that could reshape how films are released globally. This isn’t just a corporate spat; it’s a battle over the very essence of the theatrical experience.
In a scathing open letter shared exclusively with Variety, Richards—founder and CEO of Europe’s largest privately owned cinema operator—pulls no punches. He argues that the deal, which restricts Narnia to IMAX screens for a mere two weeks before it lands on Netflix, will deprive millions of families of the chance to see the film in theaters. And this is the part most people miss: IMAX is reportedly threatening theaters with a so-called “nuclear option”—a legal tactic to force compliance—if they refuse to play along. Richards calls this a dangerous precedent that undermines the entire cinematic ecosystem.
Here’s the kicker: While IMAX and Netflix might enjoy short-term gains, Richards warns that the industry and audiences will be the ultimate losers. He points out that Barbie, Gerwig’s previous blockbuster, achieved staggering success without an IMAX release, grossing $1.5 billion worldwide. This raises a bold question: Is IMAX still the undisputed leader in premium large formats (PLFs), or are they clinging to exclusivity to stay relevant?
Richards doesn’t stop there. He highlights the rise of competitors like Dolby Cinemas, Cinemark’s XD screens, and others, which often outperform IMAX in both technology and box office revenue. And this is where it gets even more contentious: He suggests that IMAX’s push for exclusivity isn’t just anti-competitive—it’s a desperate attempt to maintain dominance in a rapidly evolving market. Projection and sound technologies, from Dolby Atmos to HDR projectors, have leapfrogged IMAX’s offerings, making the latter just one of many options, not the gold standard.
But here’s the real question: Should the industry allow a single player to dictate how films are released? Richards argues that collaboration, not coercion, is the way forward. By working with studios and prioritizing audience experience, cinemas can thrive without resorting to exclusivity deals that alienate viewers. As he puts it, “The industry should never try to convince audiences that there is only one way to enjoy a great film.”
This debate isn’t just about Narnia or IMAX—it’s about the soul of cinema. Are we headed toward a future where streaming giants call the shots, or can theaters reclaim their role as the ultimate destination for shared storytelling? What do you think? Is IMAX’s exclusivity deal a necessary innovation, or a dangerous gamble? Let’s hear your thoughts in the comments—this is one conversation you won’t want to miss.