This is not a death piece for the exhibition, nor is it more rhetoric to finish the studio and delay them with even more films. Studio, you have caused enough damage at that location.
This is more than one Jesus: studios and exhibitors, in fact, you’ve got to work together.
I heard you tried to work together for months during the first pandemic theoryThe July opening is anticipated. But there was much division, not only between themselves, but also between rival studios.
If there was ever a division between exhibition and distribution, it is now. Some say it is a systemic failure.
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As we write this, the word has been bubbling up that San Diego County, being a purple area, could potentially affect and close theaters (oh, but, don’t worry, Kohl’s will remain open). by reason Wonder Woman 1984, Candyman, Greenland, And Black widowGiven the lack of product in the next month, some exhibitors may have to close on Wednesday in the calendar. The next major studio releases are 20th Century Studios / Disney Death on the nile And sony’s Lord and Miller Connected. But in fact, the length of the desert for the exhibition will last until November 20, when MGM will feature 007 No time to die Finally opens. Already, for its theaters in smaller markets, No. 2 exhibitor Regal plans to cut its showtime to remain financially strong.
“This is the worst thing that could happen,” says one of the big circuit insiders that the 2020 melting has a wider theatrical release schedule, ” theory Is open and there is nothing behind it. This is the worst possible outcome and we need it Mulan One punch of two behind it. ”
“You want consumer confidence, because it’s never going to fix itself,” says a chain buyer who likes to stay off the record, “We, as exhibitors, need to be open.”
So how do we get out of this?
The overall message on theater safety, aka the National Association of Theater Owners’ Cinema Cafe program, is loud – like, very loud, and bears the need for repetition.
Reopening New York, Los Angeles and San Francisco, whenever it happens, alone will not solve our box office problems overnight.
“it’s not so easy theory at the box office. This is a huge psychological issue, ”a rival studio boss said about watching the film during the epidemic. “There are a lot of mixed stimuli that are safe and not safe right now, and it is in all industries. This is about air-conditioned behavior, and for six months we have been told that if you are inside a place away from home you may get hurt. ”
Messaging is much safer than cinemas and theaters, and no known COVID-19 cases involving theaters are registered in the public-facing mindset, and certainly not by New York State Governor Andrew Cuomo, who consistently Multiplex reopening continues on AC ventilation concerns.
This is despite the fact that gyms, restaurants and casinos (casinos!) Are open in the Empire State. I’m told that NY health officials will be surveying theaters in the state this week, which is very good at a 1% rate. Despite being among the first establishments before mid-March closed to create social, extra cleanliness and touchless parameters for its consumer base, movie theaters have come to life. I understand that there are a lot of behind-the-scenes and public-facing people like Tribeca Enterprises CEO Jane Rosenthal, who is an industry collaborator when she communicates with Cuomo to reopen the exhibition. She recently developed the Governor’s ‘Mask Up America’ PSA campaign, starring Paul Rudd, Billy Crystal and Robert De Niro, which has seen 22M times nationwide. I have heard that filmmakers and stars have advocated Cuomo behind the scenes, and we still see the governor.
Of those who voted, they have just returned to theaters and feel comfortable about it, there are three groups: keen explorers (84%), social skepticism (35%), and health holdings, per NRG. This is the old, liberal-leaning, generally coastal city dweller (Christopher Nolan’s audience) social skeptics who need instant nudity. However, the demo wants to hear that it is safe to return, not from the exhibition boss or Kardashian, but from the health authorities themselves.
Also in the same NRG COVID-19 moviegoer study from Monday, 51% of the moviegoes are comfortable or somewhat comfortable about returning to the theater during the epidemic – a number that has increased from 20% -30% in recent weeks. is. Told by studio sources. However, 49% are still uncomfortable. Also complicated matters, and perhaps another reason for which there was no rush at the box office theory American theaters in San Diego and New Jersey opened at the last minute on its opening weekend, with only 41% of all potential filmmakers recently finding that their local theater was indeed open.
One of the people I have spoken with emphasized that it is not a studio job, nor is it the responsibility of filmmakers or stars to send a message that movie theaters are safe. He is an exhibitionist. I call the bull on him. But more on that in minutes.
I have spoken with several sources blaming the National Association of Theater Owners for being lethargic with the Cinemasphef campaign, it was a late breakdown. That said, the exhibition org is not a marketing organization, and they have their hands full during the pandemic battling pandemic window issues (Troll world tour), And the ongoing interference with DC lawmakers trying to get the financial support of the exhibitors. Warner Bros., I hear, gets additional support for their assistance in realizing the Cinemaspar program. Like, we need more studios.
The message of cinema space inevitably needs to go across TV spots across the country. It cannot be promoted solely on screen in theaters to the choir. Perhaps a medical expert needs to be included in such advertisements. I understand that Dr. Anthony Fauci also suggested NATO’s suggested security protocol. The general public needs to know this. Perhaps emphasizing cinema trails, TV spots for film trailers should be tagged at the end. If Disney + and Netflix can run TV ads for their streaming service to identify their brand, the motion picture industry will have to step up and work on a PSA if they want someone to return to the movies.
How about a NATO-ordered medical study showing that it is actually safe to be in a movie theater, socially perverted, wearing a mask, and with strangers? Thus, from what we know so far, none of the movie theaters have signed COVID-19. Such a study can go a long way in convincing the stars that it is okay to promote a film, or even to support film making.
But who is going to pay for it?
The exhibition is financially tied, and has been closed for months. This is why they need the studio’s help. Major, you don’t have to pitch or administer the message that it’s safe to return to theaters. But you can help pay the advertising bill. Hey, studio, you have financially supported the digital and 3D exhibition revolution, so why can’t you help fund a national PR campaign to return to theaters?
A theater chain boss told me yesterday that they were going to shoot video testimonials of consumers leaving the theater and post it on social to generate positive words. Seriously, bravo on that. Loyalty programs on cinema security should be sent ASAP messages on cinema security, even when theaters are closed in specific markets. AMC has garnered record comments in cleanliness from its customers over the last three weeks.
Nordstrom has been praised by studio marketing executives for how they have used social media influences to attract eager shoppers; This is the same type of tact that should be implemented in this scenario with a movie theater. Perhaps this is important in pulling 52% of adolescent girls and less than 25% of 51% of women who are not comfortable in NRG statistics or not going to the theater recently.
And, big circuit exposition, if the distributors save your skins, you have to bow down too. Don’t fret, they still believe that the big screen is a drain to the revenue of the later window. But if they left you with marquee releases for the fall, perhaps it’s time to experiment with theatrical-PVOD day and date windows with an independent distributor and see what happens. We are in an epidemic, and nothing is certain about the business until we come out. YA Teen Sequel of Voltage Later we collided, Distributed by Open Road / Briarcliff, hitting theaters and PVOD on October 23, but the big three circuits are turning their noses despite a half-million clearance in Canada this weekend.
Jonathan Dekter, president and COO of Voltage Pictures, says: “There is no doubt that we need an exhibition to not only survive, but thrive, to keep the independent film ecosystem whole. We do not understand why major exhibitors in America are handcuffing themselves during this epidemic and not playing movies of the day and date. As an example, our domestic partners After we collided (Which is the only English-language film released overseas, doing pre-epidemic level business everywhere) $ 23m through its second week in 20 markets) Open Road / Brircliffe are not able to book some series as we are also releasing digitally the same day, so that the faithful After Fans have access to the film on the same day. It seems that there will be no new material in the exhibition, as the studios keep pushing their films further than they have temporarily adjusted. ”
Was too much pressure theory The domestic box office will be seen as a saving feature, and some say movie theaters are yet to reopen with vaccines as soon as possible.
This is just going to be patient and before the filmmakers are completely comfortable about coming back.