IMAX CEO: Narnia Will Be Marketed As a Major Event, “People Are Going to Line Up” for Greta Gerwig’s Adaptation
IMAX CEO Rich Gelfond is confident Greta Gerwig’s first Narnia film will be a major event and says Netflix is treating it like one.
Appearing on The Town with Matt Belloni, Gelfond spoke about the project’s ambition, scope, and secrecy, teasing behind-the-scenes details that haven’t been made known yet.
I know a lot more about this movie than has been made public. The story, the way it’s being filmed, the distribution pattern, the way Greta is leaning into it, […] I think Netflix is really excited about this project.”
Netflix or IMAX hasn’t shared details about its marketing campaign yet, but Gelfond said the studio plans to promote the film like a major theatrical event. Host Matt Belloni noted that this approach was an important part of Gerwig’s deal: “She got that in her deal—that they had to market it in the same way they would market a theatrical release.”
Netflix’s current plan includes a limited two-week exclusive run in IMAX theaters, followed by a release on the streaming platform around Christmas 2026. However, there has been some hesitation from theatre chains about participating in the rollout because of its limited window and Netflix’s streaming-first model. Belloni pointed out that Regal Cinemas CEO Eduardo Acuna, would not commit to playing the film in Regal locations.
Gelfond downplayed the concern, saying Acuna had privately expressed openness to the project. “Even Eduardo told me personally, ‘I haven’t decided. I’m not against playing it,’” Gelfond said. He remained optimistic that Narnia will win over exhibitors once more details are revealed.
Once it’s unveiled what this looks like, how it’s going to be, I think people are going to line up to be part of it. I think anybody who isn’t a part of it is going to miss out in a significant way.”
Belloni described the rollout as an “interesting experiment” for Netflix, similar to its 2022 release of Glass Onion: A Knives Out Mystery, which had a very limited one-week theatrical run before debuting on the platform. Gelfond agreed, highlighting the benefits of using IMAX to generate buzz.
You’re talking about Narnia today… It’s over a year away. Lots of people are talking about Narnia. […] It’s going to create an event and that’s what IMAX does—create events. And it’s not just one movie, as you know, it’s a series.”
At the same time, Gelfond acknowledged that Netflix is keeping many aspects of the film under wraps: “[…] people don’t know the scope of it, the story, and I have insight into some of that,” he said, refusing to offer specifics. “You’ve got to dial 1-800-Greta to get that one.”
The lack of clarity around the production, specifically around the rumoured casting of Aslan, has been a sore spot for many fans. Netflix has yet to comment on any casting, production timeline, or even confirm which book will be adapted first. As we previously reported, filming on The Magician’s Nephew is expected to begin soon, with location shooting planned for September.
When do you think Netflix will finally kick off their marketing rollout for Narnia? What do you make of their lack of approach so far?
It’s interesting that he mentioned people not knowing specifically the scope of the story. I wonder if that means they’re actually adapting multiple Narnia books in one movie.
Or maybe if they’re just doing The Magician’s Nephew, he’s referring to how that book takes place in three worlds plus the wood between them whereas your average Narnia book just takes place in Narnia and our world, mostly Narnia.
Very interesting!
From our perspective, it seems like he’s implying there’s something more than just a big-screen adaptation of The Magician’s Nephew. But to individuals whose only knowledge of Narnia is LWW, I can see someone describing the events of MN this way.
I’m intrigued by Netflix and IMAX’s approach to marketing; obviously up to this point, it’s been dead silent. But I guess their strategy is to let people talk until filming starts? Then maybe we’ll get a cast announcement or photo from set.
@Impending Doom
I also think that’s their strategy.
Look at the secrecy surrounding Barbie — for a long time, almost nothing was known. We can expect only crumbs on this project until the 11th hour; Greta is very secretive with her projects, and I can understand why: she wants audiences to experience the magic of her films.
Hopefully this is the start of a news cascade…
It seems encouraging that Rich Gelfond sounds genuinely excited about this movie and has confidence in it at such an early point. Maybe I’m reading too much into what he said, but he sounds like he’s finding it hard to contain himself.
This seems to be focused on general audiences, but it makes me wonder what the approach is going to be for niche marketing to the faith-based audience, since that’ll be the audience that will most determine whether or not this film is a success.
If they’ve truly cast Streep as Aslan, I hope they set their turnout expectations low.
If not, this sounds thrilling and I’m here for it!