Katarzyna Petru
IMAX has signed a high-profile deal with Netflix, which will see the new adaptation of "The Chronicles of Narnia" hitting exclusively IMAX screens during its theatrical release. This very decision has sparked a genuine storm in the industry. Vue (formerly CinemaxX) – the largest private cinema chain in Europe – is openly attacking IMAX, despite the fact that it operates IMAX theatres in some countries. The reason? According to the head of Vue, it’s a blow to the foundations of the cinema ecosystem.
What happened? The dispute over "Narnia" and the unique "2 + 2" model
The conflict has been escalating for months since it was revealed that IMAX secured exclusivity for Narnia: The Magician’s Nephew in cinemas. The film will be shown only in IMAX theatres for 2 weeks, after which it will… completely disappear from cinemas for another 2 weeks, before debuting on Netflix on December 25, 2026. This controversial "2 + 2" model effectively cuts out 99% of cinemas worldwide from the premiere.
Most major cinema chains have previously rejected similar proposals from Netflix — too short an exclusivity and too quick a streaming premiere strike at their traditional distribution window.
Netflix can afford this — since 2018, it has had the rights to adapt all seven books, which have sold over 100 million copies.
ChooseTV: “IMAX is ruining the cinema ecosystem”
Tim Richards, founder and CEO of ChooseTV, published a sharp open letter, quoted by, among others, “Variety.” In his view, IMAX has not only broken industry rules but is also pushing other filmmakers in a similar direction:
“IMAX has not only agreed to this restrictive model, but is actively encouraging other creators to replicate it. In doing so, it risks destroying the ecosystem that enables films to be successful in cinemas.”
Richards claims that the deal will not only harm the industry but, more importantly, the viewers:
“Millions of families who would like to see Narnia in cinemas will be deprived of that opportunity.”
ChooseTV also points out that other premium formats — Dolby Cinema, Cinemark XD, or its own format called EPIC, introduced in 2025 — often earn more per cinema than IMAX, but will also be completely cut from the premiere.
“IMAX is just one option. Not the only one.” Richards strikes at the foundations
In his letter, Richards challenges the dominance of IMAX, reminding that:
IMAX accounts for less than 1% of screens worldwide.
It’s not essential for massive successes — take “Barbie” as an example, which did not premiere in IMAX and made $1.5 billion.
Many directors prefer other technologies. Greta Gerwig (director of “Narnia”) has previously admitted she prefers screenings in Dolby Vision + Dolby Atmos.
Richards also emphasises that the quality of technology has dramatically levelled out:
HDR projectors from Dolby, Christie, and Barco provide images that “outshine” the former advantages of IMAX,
Dolby Atmos with 64 channels remains the industry standard for sound,
and PLFs (premium large formats) are much more diverse today.
Vue's conclusion is clear:
“The industry should collaborate with studios and focus on the viewer's experience. No one should convince people that there is only one right way to watch a film.”
Has IMAX gone too far? The industry stands on the brink of a new conflict
This isn't just a regular dispute over a single premiere. The stakes — according to Vue — are the future of the cinema market and the rules that have been in place for years. The largest chains continue to demand a minimum of 45 days of theatrical exclusivity before a film reaches the viewer's home. The "2 + 2" model is something the industry hasn't seen yet. And if it works with "Narnia," others may follow suit. That would be another step towards a world where streaming dictates the terms and cinemas fight for survival.
