It is a monumental moment for theaters and the film industry in general. The next few weeks and months will give Hollywood an idea of whether the movie theater industry could bounce back after being destroyed by coronavirus.
It will not be easy.
A few fresh blockbusters
Other movies like “Unhinged” and “The New Mutants” are opening earlier, but are not exactly well-known titles that moviegoers are itching to see.
Until then, theaters offer old movies like “Inception” and “Black Panther” to get people in the door.
Is it safe?
Getting people back to the movies during a pandemic is more than just having movies that people want to see. Theater chains need to win over consumers who are accustomed to watching movies at home and who are unsure about the safety of sitting for hours at a time with strangers.
Theaters must convey a sense of security and cleanliness.
AMC obliges all guests to wear masks under its “Safe & Clean” initiative. It is also hijacking theater capacity and upgrading ventilation systems. It remains to be seen whether those protocols will give moviegoers a strong sense of security.
Paul Degarabedian, senior media analyst at Comscore, told CNN Business that “it’s up to theaters to make sure they are as well prepared as possible to create the safest and most appealing environment possible.”
Degarabedian notes that “the sentiment of the filmmakers who are going to go out in the next few weeks should be positive.” That’s what “gives theaters the best shot at drawing, and more importantly, holding back patrons,” he said.
Canadian theaters have reopened, showing some of the films that will soon hit the United States – such as “Unhinged” – but the presence is lackluster.
Competition is fierce and money is tight
The pandemic has put millions of people out of work, so disposable income for many is limited.
“Wallets are tight right now, and most people have to do a cost-benefit analysis for almost everything in their lives,” Dergarabedian said. “While movies of old have been a bargain compared to others outside of home activities, pricing is important.”
The big question: Is it worth it?
New York Governor Andrew Cuomo said Monday that gyms in the state would reopen later this month, but cinemas would remain closed.
“I’m sure there’s a whole bunch of people saying, ‘I can’t live without going to the movies.’ But on a relative scale, a movie theater is less essential and poses a high risk, “Cuomo said. “Cinemas are not that high on the list of essentials.”
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