×
You will be redirected back to your article in seconds

Listen: Imax CEO Richard Gelfond on ‘Captain Marvel’ Success and Future of Moviegoing

The comic book movie boom shows no sign of slowing down, says Richard Gelfond, chairman and CEO of Imax Corporation. Just look at the success of “Captain Marvel,” the superhero flick that marked a first for Marvel Studios with a female lead and dominated the international box office, for evidence that movie studios are finding creative ways to keep the genre fresh.

“This has a long way to run,” Gelfond said in interview with Brent Lang, Variety‘s executive editor of film and media, for the latest edition of Variety‘s “Strictly Business” podcast.

That’s good news for Imax, which has become the viewing platform of choice for fanboys and fangirls hoping to see the various members of the Avengers or the Justice League save the world on the widest of screens. These cinematic spectacles fit ideally within Imax’s DNA.

“The perfect Imax film is something that takes you somewhere you otherwise couldn’t go,” said Gelfond. “You’re immersed in the experience…The screen is bigger, the resolution is higher, the image is brighter, the sound is louder.”

Imax has also developed an ardent fanbase among A-list filmmakers such as Joe and Anthony Russo and Christopher Nolan. The Russos shot the most recent Avengers movies using Imax’s proprietary cameras, and Nolan, who previously used Imax cameras on “Interstellar” and “Dunkirk,” will use the technology on his next movie, a top-secret epic that will star John David Washington and Robert Pattinson.

Popular on Variety

Gelfond didn’t just talk caped crusaders. He also weighed in on Netflix and streaming services and their standoff with exhibitors. Theater owners refuse to show Netflix films like “Roma” until the company agrees to show its films exclusively in theaters for three months before debuting them on their service.

“We’ll only play films if our exhibition partners agree to it…but with that said, I do think it’s going to come to a middle ground at some point,” said Gelfond.

And though Gelfond is looking forward to James Cameron’s return to the “Avatar” franchise in 2020, he’s not entirely sold on 3D. He thinks that studios killed audiences’ enthusiasm for the format by rushing too many hastily and shoddily converted 3D films into theaters in the wake of “Avatar.”

“It just got flooded with taking movies that really weren’t envisioned the right way or filmed the right way and they were put into 3D,” said Gelfond, adding, “I don’t think we should force consumers to watch what they don’t want because we want a higher ticket price.”

Strictly Business” is Variety‘s weekly podcast featuring conversations with industry leaders about the business of entertainment. Listen to the podcast above for the full interview, or check out previous “Strictly Business” episodes featuring CBS’ David Nevins, HBO’s Richard Plepler, 10 By 10’s Tyra Banks, AMC Networks’ Josh Sapan, FX Networks’ John Landgraf, Spotify’s Dawn Ostroff, Snap’s Nick Bell, and others. A new episode debuts each Tuesday and can be downloaded on iTunes, Spotify, Google Play, Stitcher, and SoundCloud.

More Film

  • My Zoe

    'My Zoe': Film Review

    There are two films in Julie Delpy’s ambitious, sharply-made but unbalanced “My Zoe.” There’s the scabrous relationship melodrama, about bitter exes sharing custody of a beloved child, which contains the story’s most potent emotions. And there’s the sci-fi-inflected ethical-dilemma grief movie, which houses its most provocative ideas. Both have much to recommend them, not least [...]

  • Richard Jewell

    The Big Lie of 'Richard Jewell' (Column)

    For a man who was so enraged at the administration of Barack Obama that he spent his 2012 Republican Convention speech lecturing an empty chair, Clint Eastwood has made a number of conventional, level-headed — one might even say liberal — political dramas. Films like “Invictus” and “J. Edgar” and “Midnight in the Garden of [...]

  • Oscar Isaac Star Wars The Rise

    Oscar Isaac Has Never Felt Like a 'Star Wars' Insider

    Unlike his “Star Wars: The Rise of Skywalker” co-stars Daisy Ridley and John Boyega, Oscar Isaac had already established a long and acclaimed acting career before J.J. Abrams cast him as ace X-wing pilot Poe Dameron in 2015’s “Star Wars: The Force Awakens,” including standout roles in 2006’s “The Nativity Story” and 2011’s “Drive,” and [...]

  • Les Arcs to Showcase New Projects

    Les Arcs to Showcase New Projects by Jonas Alexander Arnby, Agnieszka Smoczyńska

    Denmark’s Jonas Alexander Arnby, France’s Alain Gagnol and Jean-Loup Felicioli, and Poland’s Agnieszka Smoczyńska are among up-and-coming directors from across Europe whose latest projects will be presented at the 11th Coproduction Village of Les Arcs Film Festival. This edition of Les Arcs Coproduction Village will showcase a total of 22 European projects spanning 19 countries. [...]

  • Chez Jolie Coiffure

    'Chez Jolie Coiffure': Film Review

    Shortly before the credits roll on “Chez Jolie Coiffure,” a customer in the eponymous hair salon asks her stylist, Sabine, if she has any plans to go home this year. Out of context, this sounds like the kind of standard, empty small talk one often makes while having one’s hair cut: what good movies you’ve [...]

More From Our Brands

Access exclusive content