Summary
Dune: Part Two is set for a November 3, 2023 release with a six-week IMAX run, showing potential changes in the movie industry, favoring non-superhero films.
The prioritization of IMAX's Dune: Part Two over Disney's The Marvels signals a shift in the industry towards emphasizing storytelling and inclusion. This shift opens up more opportunities for diverse genres and has the potential to influence future Hollywood releases. Despite expectations of a delay due to the release of Marvel's The Marvels, Denis Villeneuve's highly-anticipated Dune: Part Two will still be released on November 3, 2023, with a six-week run in IMAX theaters, according to IMAX CEO Richard Gelfond.
Dune: Part Two's predecessor Dune achieved great success at the box office, demonstrating its potential as a profitable franchise. In fact, approximately 20% of the film's earnings were generated from IMAX screenings alone. It is worth noting that this accomplishment took place in 2021, at a time when concerns surrounding the COVID-19 pandemic were still prevalent and impacted movie attendance. Considering the absence of pandemic-related setbacks and the planned extended IMAX release for Dune: Part Two, it is anticipated that the film could generate even higher profits. This underscores the fact that the IMAX experience is not exclusive to superhero or Disney films.
Dune 2 Is Taking Priority In IMAX Over Disney
Richard Gelfond has squashed rumors about the IMAX release of Dune: Part Two being delayed. During the Q2 IMAX earnings call, transcribed by The Motley Fool, Gelfond confidently stated that the release of the movie is proceeding as planned. "Dune [Part Two] is already in the midst of an extensive marketing campaign. Trailers and various promotional materials have already been released," he revealed. Gelfond emphasized that any postponement would result in additional expenses as all the promotional efforts would have to be redone when a new release date is chosen.
IMAX's Dune 2 Plan Could Show The Future For The Whole Industry
Although Gelfond recognizes that The Marvels is a viable option to be on standby due to its association with Marvel, he emphasizes that Dune: Part Two should take precedence to avoid creating confusion among competing films and potentially impacting box-office revenue. Moreover, considering the limited promotional material for The Marvels, largely attributed to the SAG-AFTRA's involvement in the WGA strike, it may not be surprising to deviate from the automatic release of superhero movies in IMAX theaters. Though recent Disney and Marvel releases have performed well financially, they pale in comparison to the anticipation surrounding the potential box-office success of Dune: Part Two.
When it comes to cinematic releases, Marvel still holds a prominent position. For example, their prequel Captain Marvel, released in 2019, managed to gross just above Dune's mid-pandemic earnings. This implies that superhero movies, despite potential delays or decreased turnout, have some room for improvement. According to James Gunn, who is actively involved with both Marvel and DC, movies should prioritize storytelling over excessive capitalization on the superhero genre. He believes that films should address the important question: "What sets this story apart in a way that fulfills the audience's desire to watch it in theaters?"
In choosing a sci-fi sequel over a Marvel movie, IMAX's decision reflects what Gunn may be aiming for. By giving priority to films outside the superhero genre, it allows for a greater emphasis on storytelling and inclusivity rather than mere spectacle and action. IMAX seems to align with this viewpoint, as Gelfond reveals that the IMAX lineup for 2023 includes 10 additional local language films compared to initial estimates. While still an English film, Dune: Part Two opens up possibilities for greater genre diversity across IMAX screens, potentially influencing future releases in Hollywood.
