The Hollywood film Sinners, a supernatural thriller, made its debut in India and around the world on April 18. It quickly garnered interest among audiences, especially in the elite Hollywood circles, as a significant portion of the film was shot using IMAX 65mm cameras. However, viewers were taken aback when they learned that Sinners was pulled from Eros IMAX in Mumbai, as well as Priya IMAX and Paras IMAX in Delhi. These theaters are independently operated IMAX venues owned by PVR Inox.
Sources have revealed why Sinners was removed from these locations. The theaters replaced it with the new Hindi film Kesari Chapter 2 and the ongoing Bollywood release Jaat, despite neither film being shot in IMAX. Warner Bros. had requested that Sinners receive proper presentation at these three cinemas, but the theaters were hesitant to offer full showings, believing that Sinners may not attract a large audience since it’s not a typical superhero film. Warner Bros. accepted this, but still wanted to showcase Sinners alongside other potential films like Minecraft and Interstellar. Nevertheless, these IMAX theaters decided to proceed with movies that don’t utilize IMAX technology, which did not sit well with Warner Bros., leading to the decision to stop the film from screening at Eros, Priya, and Paras altogether.
An insider pointed out that these are single-screen IMAX theaters, meaning they lack additional screens, unlike multiplexes. The other multiplexes could accommodate Sinners in their IMAX screens, even with lower attendance, as they could still profit from other showings in regular theaters. In contrast, prioritizing Sinners at the standalone venues would not be financially feasible, as it primarily appeals to a specialized audience.
Despite these challenges, the Warner Bros. team argued that Sinners deserved an exception since it was created for IMAX viewing. They highlighted the film’s positive word of mouth and its potential for growth, noting that over 30% of its opening day earnings came from IMAX screenings.
Currently, Eros Cinema features five showings of Kesari Chapter 2, while Priya and Paras have allocated their morning show to Jaat and the remaining slots to Kesari Chapter 2. Unfortunately, the decision hasn’t proven significantly beneficial, as the Saturday evening showing of Kesari Chapter 2 at Eros was not filled to capacity, despite better attendance at other theaters in the area.
The insider explained that audiences generally associate standalone IMAX theaters with high-quality films. Therefore, they might prioritize attending other locations for non-IMAX movies. This situation leaves these theaters in a tough spot. They may not attract sufficient viewers solely for niche IMAX films like Sinners, yet they also face uncertainty about foot traffic for other films.
