The big news coming out of Hollywood yesterday was that Warner Brothers is delaying the release of Dune: Part Two from November 4, 2023, until March 15, 2024.
Warner Brothers’ decision comes as more and more studios are re-thinking releasing films this fall. If the strikes continue, blockbuster films will be bereft of their stars in the promotional lead-up to their releases.
Photo: Space
The delay of Dune: Part 2, however, may create an interesting opportunity for Disney when it comes to the release of The Marvels.
A Clear Path For ‘The Marvels’
The latest release from the Marvel Cinematic Universe (MCU) is set to land on November 10, a weekend that will no longer feature competition from Dune.
Photo: Entertainment Weekly
Perhaps more importantly, however, is that Dune‘s delay will open up the IMAX market to The Marvels.
The Importance Of IMAX
Getting into IMAX theatres has become a critically important factor in the success of tentpole movies. In a box office environment that has grown increasingly competitive, studios and filmmakers vie for coveted showings in IMAX.
For blockbuster films, IMAX can account for as much as 30-40% of box office returns, despite the fact that they only make up 900 of the country’s screens.
Photo: IMAX
According to IMAX Chief Executive Officer Michael Gelfond, the company considers a myriad of factors when deciding which films to show in their theaters.
“In a situation where there’s an unavoidable conflict,” Gelfond says, “we’ll look at a number of factors. How the franchise has performed before, visuals, and our relationship to the filmmaker.”
The “relationship to the filmmaker” that Gelfond references means that IMAX gives priority to filmmakers who use the company’s cameras when shooting their films.
Photo: IMAX
Typically, IMAX rewards these filmmakers with a two-week exclusive window. If you were wondering why IMAX chose Christopher Nolan’s Oppenheimer over Barbie, for example, all you need to know is that Nolan uses IMAX cameras when shooting his movies.
An IMAX Opening Has Been Created
Like Nolan, Denis Villeneuve, the director of Dune: Part Two, also uses IMAX cameras. Thus, The Marvels was set to get stonewalled in the coveted theaters, as Dune got an exclusive extended run.
Photo: Warner Brothers
IMAX had previously been prepared for a Dune delay, with Gelfond telling investors that should Warner Brothers change Dune‘s release date, IMAX would turn to The Marvels.
“Right. Dune, specifically, I mean, there’s another great movie coming out around [that] time, which is The Marvels from Marvel, and we can’t play it because we are committed to ‘Dune’. So, ‘Dune’ moves will just go over to ‘The Marvels’. And having a Marvel movie as a backup is not the worst position to be in the world,” Gelfond said.
Photo: Entertainment Weekly
If The Marvels was going to soar as high as Captain Marvel did in 2019, the film was going to need to break into IMAX theaters. Now, it has a chance.
Decision Time For Disney
In a perfect world, the Hollywood strikes will soon end, and Disney will be able to release The Marvels in IMAX, with the full weight of its star-studded cast behind the film’s promotion.
If the strikes continue, however, Disney will have a decision to make. Is the IMAX window worth releasing a Marvel film without the promotion of its stars?
Photo: Marvel
We will soon find out.
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