Will Movie Theatres Survive in a Post-Pandemic Market?

Will Movie Theatres Survive in a Post-Pandemic Market?

Movie theaters were among the last types of establishments to get the green light for reopening after the pandemic. While movie lovers and theater owners were thrilled that movies could once again be viewed on the big screen, market researchers and investors were left wondering if the industry could survive such a prolonged shutdown.

For decades, movie theaters reigned as the prime location for seeing the latest movies out of Hollywood. When movie rental companies, such as Blockbuster and Netflix, hit the market, the movie theater industry took a significant hit. The theater, however, remained that only place to see new content. Then, Netflix evolved into an online streaming service, which allowed consumers to stream movies right on their TVs.

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While there’s no denying that online streaming stole some viewers, the movie theater industry still managed to not just survive but to thrive. Then, came the global pandemic, and going to the theater was not possible. Anyone who wanted to watch a movie had to do so from the comfort of their own home. Streaming services, such as Netflix and Disney Plus, saw record-high membership rates, while movie theaters across the country remained empty.

As these movie theaters start to reopen for business, the main question remains – “Will the people come back?” Movie owners are counting on the fact that people are tired of being stuck inside and miss the theater experience. While only time will tell, there are some factors affecting the industry.

First, the pandemic didn’t only shut theaters down, but it also stopped production at many movie sets around the world. The 2021 movie release lineup is far from normal, but theater owners are hoping hits like The Matrix Resurrections and Ghostbusters: Afterlife will entice moviegoers back into the theaters.

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Secondly, getting people back into the movie theater is not likely to happen overnight. So, theater owners are going to have to make some changes. For example, AMC recently launched its first-ever national marketing campaign. The theater chain has also announced that it will be offering open captioning for some movies in over 240 locations. This step is not just great news for those with hearing loss issues, but for all moviegoers. Additionally, AMC's timing of this news runs in conjunction with the release of Disney’s Eternals, which features Marvel’s first-ever deaf character.

The good news is that the prime move theater companies, including AMC, Regal, and Cinemark, know that they have a long road ahead of them. So, they are already taking steps to draw viewers back into the theater. The reality is that there are still plenty of moviegoers who love the big screen and surround sound and are likely to head by into the theater over time.

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