Predicting summer box office requires a 'portfolio approach': IMAX CEO

An entertainment executive said it’s difficult to predict how the box office will perform this summer, even with major blockbusters scheduled for release.

Richard Gelfond, chief executive officer of IMAX Corporation, said in an interview with BNN Bloomberg that anticipating box office success is “similar to predicting the stock market.”

“Sometimes you get lucky, sometimes you get it wrong (and) sometimes you get it right,” he said on Monday.

“Some of them overperform, some of them underperform, and that's why you have a portfolio approach.”