As Box Office Plummets for Big Summer Movies, ‘F9’ Can’t Come Soon Enough, and Theaters Are Looking to Pivot

As Box Office Plummets for Big Summer Movies, ‘F9’ Can’t Come Soon Enough, and Theaters Are Looking to Pivot
Even at its best, the summer box office to date has shown mixed results that should have anyone in the exhibition feeling nervous about the future. But some of them are showing signs that they’re ready to pivot.

In a significant development that went relatively unnoticed, Cinemark, the third-largest domestic exhibitor in the U.S., recently announced a partnership with Mission Control, an e-sports firm, to host gaming events and related activities to many of their U.S. theaters. This is a smart move and part of what we are likely to see more of as exhibitors, faced with reduced grosses and fewer films released by studios to theaters, innovate with ways to monetize their screens in other ways than showing movies.

Of course, films will still serve as the bulk of the in-auditorium revenue, and there are green shoots showing some semblance of decent results. “A Quiet Place Part II
See full article at Indiewire »

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