Thanksgiving’s record-breaking ticket sales proved once again that when Hollywood Studios do their part in making movies with broad appeal, theatres are ready to welcome the crowds. A more vexing challenge has been luring moviegoers to theatres between the times when an “event” movie is newly on screen.
The Los Angeles Times chronicled the decline of casual moviegoing, and its broad effect on the industry. One key factor has been the decreasing number of days theatres have to play movies before they become available to watch at home.
The exclusive theatrical window, which averaged 80 days before the pandemic, has collapsed with studios scrambling to sign up subscribers to their in-house streaming platforms. It now stands at an average of 30 days, with studios setting different timelines for each movie. This leaves less time for moviegoers to “discover” a new film while it is still playing in theatres.
Some estimate that this decline in casual moviegoing has led to “billions of dollars missing from the theatrical marketplace”, and that finding ways to get audiences back to theatres consistently is necessary to get attendance back to pre-pandemic levels. One approach circuits are using is to enroll customers in loyalty programs.
The concept was pioneered before the pandemic by MoviePass, an independent provider whose fortunes rose sharply before crashing down under the weight of an unsustainable business model. Many circuits are now providing in-house programs, including discounts on concessions, which is an area where exhibitors have wider margins and more flexibility.