As the Cinépolis cashier explained, this 5:30 p.m. screening in Pico Rivera, California wasn’t just any showtime for “Doctor Strange in the Multiverse of Madness.” She told the family of three that it was part of the chain’s “Self-Care Sunday” series, launched in conjunction with May’s Mental Health Awareness Month: They would be treated to gold-infused under-eye masks, a pre-show breathing exercise, and free popcorn.
“So we each get free popcorn?,” the mom asked with glee.
Cinépolis, which operates 26 theaters in the U.S., is among several circuits that hope launching new promotions and upgrading the theater experience will result in more audiences realizing that they just can’t replicate the in-theater experience at home.
Theater attendance was down 50 percent in 2021 compared to 2019, according to the Motion Picture Association. While Q1 2022 attendance was down only 40 percent compared to Q1 2019, and tentpoles like “Doctor Strange” show audiences are willing to return,...
“So we each get free popcorn?,” the mom asked with glee.
Cinépolis, which operates 26 theaters in the U.S., is among several circuits that hope launching new promotions and upgrading the theater experience will result in more audiences realizing that they just can’t replicate the in-theater experience at home.
Theater attendance was down 50 percent in 2021 compared to 2019, according to the Motion Picture Association. While Q1 2022 attendance was down only 40 percent compared to Q1 2019, and tentpoles like “Doctor Strange” show audiences are willing to return,...
- 5/18/2022
- by Chris Lindahl
- Indiewire
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