This summer, the movie theater business is essentially starting at square one.
For nearly a century, the studio executives responsible for rolling out movies big and small had relied heavily on facts, figures and past precedent to calculate how a film might perform at the box office. Those instincts helped fuel a $42.5 billion-a-year global industry — at least, in pre-pandemic times.
All that went by the wayside with Covid-19, which portended a period filled with more movie delays than debuts and near-empty theaters. As a result, the popularity of streaming services exploded and traditional studios were left with more questions than answers about the best way to reach audiences. And, you know, make money on the movies they produced. Now, during the busy summer blockbuster season — which runs from May through Labor Day — Hollywood will begin to etch the new path forward for the movie theater business.
There are the obvious...
For nearly a century, the studio executives responsible for rolling out movies big and small had relied heavily on facts, figures and past precedent to calculate how a film might perform at the box office. Those instincts helped fuel a $42.5 billion-a-year global industry — at least, in pre-pandemic times.
All that went by the wayside with Covid-19, which portended a period filled with more movie delays than debuts and near-empty theaters. As a result, the popularity of streaming services exploded and traditional studios were left with more questions than answers about the best way to reach audiences. And, you know, make money on the movies they produced. Now, during the busy summer blockbuster season — which runs from May through Labor Day — Hollywood will begin to etch the new path forward for the movie theater business.
There are the obvious...
- 6/7/2021
- by Rebecca Rubin
- Variety Film + TV
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