During the COVID-19 pandemic, sitting in a crowded movie theater to watch a film seemed like a foolish idea, especially when other options such as television were waiting at home.
Streaming services managed to fill the void the decreasing popularity of theaters left, with many studios starting to release movies online immediately after release. This even continued after theaters began to reopen.
Now, the continued success of theaters seems to be uncertain as films struggle in theaters and can be more easily seen elsewhere. So what is the logical next step for theaters to adapt and change?
The reason streaming services have been collecting more viewers is simple. They offer a single price for a selection of movies and other miscellaneous sources of entertainment. This roster constantly updates and changes as months go by, keeping the selection fresh and causing motivation to stay subscribed to the program.
The pandemic jump-started this shift. In the first three months of 2020, Netflix gained over fifteen million subscribers, pushing them up to over 180 million subscribers total. Nearly a quarter of all theaters have closed since March 2020.
Even without the pandemic, the availability and sheer number of entertainment streaming services outweighs the value of sitting in a theater, especially when a single movie is around the cost of these services’ monthly rate. At the AMC theaters in Bloomington, even the 30% discounted evening tickets at $7.69 are only 30 cents less than a month of Disney Plus at $7.99. The movie theater screen and experience is definitely unlike that of a television or computer, but it is harder to justify when trying to be frugal.
Movie theaters have to offer more than they currently are to keep people entertained and coming back. Some chain theaters offer some sort of weekly or monthly pass, but it might be smart to establish this as the default.
A pass that could compete with streaming services might offer a heavy or full discount on movies for subscribers. If there was not an entry payment every time someone wanted to see a movie in the theater, that might make it an easier decision to go there.
Snacks and drinks also draw people to the cinema, although they are usually notoriously overpriced. Movie theaters have to make money of course, so including a discount on this for passholders could also be effective.
Maybe what cinemas need is to become something more than just a place to see a movie. Before the dawn of television, early theaters sometimes screened shorts or cartoons. Theaters could return to a similar model. In addition, they could profit off of the hype for certain genres, such as selling ticket passes and experiences related to film series like the “Marvel” franchise. Merchandise can also be a draw as well.
It is undeniable that some movies simply generate more hype than others. The blockbuster is the biggest drive to the movie theater, so a subscription based around that aspect could be effective as well. A blockbuster film could warrant a coupon that discounts the film, food and merchandise, which would make the cinema a more inclusive experience and help justify the cost.
It may be forever unknown if any of these strategies could help movie theaters begin an upward trend in profit and customer satisfaction. Some theaters have tried to change, AMC is starting their own advertising campaign for the first time, and it remains to be seen how effective it will be. Some movie theaters are building a sense of community and increasing digitization to mild success, but theaters overall are still closing nonetheless.
Perhaps it would only provide a temporary boost that flounders when the novelty wears off. Regardless, it is obvious that something needs to be done, or else cinemas will take the route of the video store and other forgotten industries of the arts.
Joey Bell (he/him) is a junior studying media management, law and policy. He is from Chicago.
