In a letter exclusively shared with Variety, Vue Entertainment CEO Tim Richards blasted IMAX and Netflix for the unusual way they’ve partnered to release Greta Gerwig’s Narnia movie.
The result of the deal, Richards says, is that “IMAX and Netflix may enjoy a short-term gain, but the industry and audiences around the world — will lose. Millions of families who would love to watch Narnia at a theatre, will be needlessly deprived of the opportunity.”
Breaking Down the Deal
Gerwig is currently in production on Narnia, which The Hollywood Reporter noted in October 2024 she had signed on for with Netflix before the release of Barbie. After that movie’s success, she had increased leverage. Gerwig reportedly began a campaign to get Narnia on IMAX screens and reached out to IMAX CEO Richard Gelfond directly.
Aslan in The Chronicles of Narnia: The Lion, The Witch, and The Wardrobe – Disney+
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The following January, THR confirmed an agreement between IMAX and Netflix for what’s being called a “2 + 2” model. First, there will be a two-week exclusive worldwide release on IMAX screens starting on Thanksgiving Day 2026. Then, Narnia won’t be available in any format for two weeks, before hitting Netflix in time for Christmas.
Shortly after the news broke, Netflix CEO Ted Sarandos said at the company’s fourth-quarter earnings call that the agreement did not signal a change to Netflix’s release strategy.
Skandar Keynes as Edmund Pevensie in The Chronicles of Narnia: The Lion, the Witch and the Wardrobe (2005), The Walt Disney Company
“The Narnia IMAX release is a release tactic,” Sarandos said, according to Deadline. “I think it’s very differentiated from other runs, because I doubt anyone has a screen as big as an IMAX screen at home.”
Negative reaction was almost immediate. Numerous outlets reported movie studios and theater chains were “furious” with IMAX, adding Regal and Cinemark were preparing to boycott the film. In response, Gelfond threatened a “nuclear option” for theaters that refused to participate, though what that means is still unclear.
This week’s letter from Vue marks the first formal statement from an exhibitor.
Vue Entertainment’s View
Richards opens his letter explaining the “2 + 2” model, noting that it’s “unusual” and that Narnia will only show on IMAX screens owned and operated by exhibitors willing to go against the established release schedule.
Tilda Swinton as White Witch in The Chronicles of Narnia: The Lion, the Witch and the Wardrobe (2005), The Walt Disney Company
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The main thrust of his letter, however, is how he feels the Netflix/IMAX deal is unfair to audiences. Only 1% of movie screens worldwide are IMAX. Narnia will only show on IMAX, meaning it won’t be available in 99% of theaters.
Not to belabor the point, but an IMAX-only release means Narnia won’t screen in regular theaters or in alternative premium large formats (PLFs) like Dolby Cinemas, Cinemark’s XD, and others. Richards suggests that other PLFs can provide an equally immersive experience to IMAX, as projection and sound technology have evolved.
Liam Neeson as Aslan in The Chronicles of Narnia: The Lion, the Witch and the Wardrobe (2005), The Walt Disney Company
In closing, Richards says, “IMAX offers a strong product, but they are no longer the technological leaders they once were.” Ultimately, he says, theaters and studios need to work together on giving audiences the best experience possible. However, he adds, “The [theater] industry should never try to convince audiences that there is only one way to enjoy a great film.”
For now, neither Netflix nor IMAX have offered a response.
Netflix at the Cinema
Since agreeing to adjust its strategy for Narnia, Netflix has twice seen success putting KPop Demon Hunters in theaters. The more recent Frankenstein only screened in enough theaters to make the film eligible for awards consideration, which many considered a major misstep.
However, Netflix bowed to pressure and is giving the Stranger Things series finale a theatrical release this New Years Eve, simultaneous with its streaming debut.
A scene from the teaser trailer for Stranger Things 5 – YouTube, Netflix
In light of recent events, the agreement to only release Narnia on IMAX looks increasingly odd. Now, with increased pushback from Vue and other theater chains, Netflix and IMAX may find that they can’t dictate release windows and formats. They have a year to revise their plans, but it’s the exhibitors, and not families, who are most invested in the outcome.
Do you think Netflix should release Narnia in other formats besides IMAX? Do you want to see a Greta Gerwig Narnia movie? Let us know in the comments!
No thanks. This is another I’ll be skipping because I reconcile my values with the vanity casting choice or the activism supporting mental illnesses from the main cast and crew. Also, if they’re ready to change Aslan into a she, who knows how else they will bastardize the other parts of Narnia.
Seeing the trustees of the franchise approve this abomination would likely bring Lewis to tears.