For those of us who have recently watched a film in a movie theater, there is a noticeable emptiness in each room. Many of us can remember the days when almost every seat was filled. The decrease was gradual until the pandemic when movie theaters took a big hit. Hollywood had a few big summers with Barbie and Inside Out 2, but the movie business is still in poor shape. As of August 1, the Wall Street Journal reported that ticket sales in 2024 dropped to $4.8 billion in comparison to the 2023 box office, when ticket sales were about $6 billion. Can theaters adapt to the changing times or is the end of cinema inevitable?
The End of Third Places
The pandemic forced the closing of third places for safety. Following this era, the public has continued to prefer isolation over society, a trend that translates to movie watching. A Wall Street Journal survey found that 65% of Americans prefer to watch movies at home. At-home streaming displays a convenience and cost efficiency that is difficult to compete with. Not to mention, any momentum gained after the pandemic was swiftly struck down by the delayed release timelines resulting from Hollywood’s strikes.
Every film released in September of this year combined to make less money than Avengers: Endgame (2019) made in its first eight days of release. Nowadays, the commotion around each film has to be considerably big to draw people to the theaters, like the Avengers or “Barbenheimer” craze. Movie blockbusters are created specifically for the big screens to try to replicate this pantomime; sequels, special effects, and 3D or IMAX are the bare minimum. Some may argue, however, that quality cinema has been sacrificed for large-scale productions that are easy money grabs.
The Main Blockbuster: Popcorn
Willy Wonka once said, “Movies don’t make money anymore, the money is made from popcorn” (1971). The recession we currently experience parallels the Depression, in which movie theaters closed, admission fees were lower, and popcorn became the largest profit margin. Ever since, the staple of cinema has been finding a place to make popcorn and build a movie theater behind it.
The number of theatrical tickets sold in the U.S. has fallen by 38% over the past decade, while ticket prices have increased by 33%. A movie-going experience at an AMC costs a minimum of $20 per customer with tax, not including concessions. Do reclining seats and a big screen make this experience worth it?
Romanticizing Cinema
The statistics above mostly represent chain theaters like AMC that have adapted to survive. Independent theaters, however, are the main targets of this cultural shake. Instead of blockbusters and popular films shown at AMC, independent movie theaters are community-oriented spaces where staff personally handpick films, from current films to throwbacks and classics. Without the same amenities, they are simple spaces that operate on comfort and nostalgia. Nevertheless, as the romanticization of cinema disappears, so do these theaters. Consumers play a role in their survival.
There is something comforting and therapeutic about a room full of strangers sharing laughs or tears. It is a moment to escape from whatever lies beyond those walls and connect without having to speak. Without cinema, we lose a source of connectivity, art, and culture. Help these theaters adapt to the changing times by searching local theaters near you. It is up to us to show support and prove that the power of cinema lives on.
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