CPR For Movie Theaters

Movie theaters are on life support; in the last twenty years, the number of movie tickets sold in the U.S. has decreased by almost 50% in absolute terms and by over 50% taking into account population growth. And that devastating decline includes the post-COVID year 2023, with the successful films, “Barbie” and “Oppenheimer.” It is not surprising that a number of theater chains have gone bankrupt, including Regal, Metropolitan, Cineworld, and CMX, and the surviving chains are closing numerous theaters.

The current business plan is clearly not working, so I would like to suggest some ideas as CPR for movie theaters:

1. First, and most important, studios behind “event” films should loudly publicize that the films will only be available in theaters, and they will not be available anywhere else for at least one year. What is the point of going to a theater if the film will be available via streaming a few months later? Yes, secondary revenue will be diminished, but substantially increased box office should make up for it.

2. Going to a theater should be a fun, attractive experience beyond the film, and nothing is more attractive than the opportunity to take selfies immersed in the film. All the theaters would have to do is convert their lobbies into an immersive experience with props and music from the film. For example, if you are going to “Barbie,” you should have the ability to take selfies in Barbie Land with Ken and Barbie (even if they are props). Better yet, AI should be able to include you in a short video in Barbie Land (and send it to your email), but only if you go to the theater. People (kids in particular) could have fun dressing up as a cast member for the pictures and videos. As a bonus, the studio could publicize that the short videos will be used as an “audition” to choose one or more people to be offered to appear in a sequel, if one is made.

3. And how about adding a bar with drinks to give dating couples another reason to go to the theater, where they could relax before or after the film.

4. The theater experience should be better than the home experience, with at least better visuals, which is why the IMAX theaters are the only ones expanding. Even better, theaters could have 3D sound (where the sound seems to come at you from different directions), seats that move with the action on screen or that have wind, scent, and rain effects, which has been successfully implemented in several “4DX” theaters.

5. Studios with theme parks could offer upgrades to fast lane passes for rides in the parks, particularly any rides that are based on the film (e.g., Star Wars).

6. Theaters could finally offer dynamic pricing, where the ticket price adjusts based on the popularity of the film and the time slot.

7. If all else fails, theaters could at least give away some swag, like a t-shirt or hat, so attendees leave with something that may act as further publicity.

These are just some random ideas, and I would welcome any other ideas readers have for a later update. It would be a sad day if movie theaters go the way of the horse drawn buggy, so let’s root for them.