Despite the challenges faced by movie theaters in the wake of the pandemic, cinema chains are determined to bring audiences back to their venues. The closures during the pandemic led to a shift towards streaming services, resulting in smaller crowds and weaker box office returns. To combat this, industry experts are exploring innovative ideas to entice people back to theaters such as lifting strict anti-phone policies and hosting additional events to make the theater experience more appealing.
One example of a proactive approach is B&B Theaters, which has diversified its offerings beyond just screening movies. CEO Bob Bagby has introduced activities like pickleball games and cocktails in the lobby, as well as bowling, to attract customers. Similarly, Fathom Entertainment, backed by major chains like AMC and Regal, has found success in hosting a variety of events on slow nights, ranging from opera to boxing to classic films like ‘The Chosen’. Their focus on creating a communal experience has resonated with audiences post-pandemic.
Fathom CEO Ray Nutt emphasized the importance of the communal experience in theaters as a way to draw people back to the multiplex. Live events have become a growing sector of the business, offering a different experience than watching at home. While many young film fans have embraced home viewing, theater owners are exploring ways to entice them back such as the possibility of introducing new experiences like legalized marijuana use within theaters.
Despite the legalization of recreational marijuana in New York, it is currently only sold at licensed dispensaries and microbusinesses, not in movie theater concession stands. However, some moviegoers like Kev Jones believe that allowing marijuana use in theaters could enhance the experience for patrons and create a more relaxed atmosphere. While some theater owners remain hesitant to loosen restrictions on phones, others are open to exploring new ideas to make the theater experience more appealing to a wider audience.
In conclusion, the movie theater industry is facing challenges in attracting audiences back following the impact of the pandemic. However, with a focus on creating unique experiences, hosting a variety of events, and exploring new ideas like legalized marijuana use in theaters, the industry is working towards revitalizing the magic of the multiplex experience. By adapting to changing consumer preferences and offering innovative entertainment options, movie theaters hope to bring audiences back and reignite interest in the traditional cinema experience.
