“It’s time to get off the couch,” says Brandon Jones, one of the founders of Cinema Week, a week-long event taking place from June 22-27 to promote a return to theatres and moviegoing. A wide swath of U.S. exhibitors will participate in marketing and hosting the week’s activities which will include exclusive content, merchandise and special appearances from filmmakers and talent. Over half of U.S. exhibitors have announced their participation, with additional support from the industry groups the National Association of Theatre Owners (NATO) and the Independent Cinema Alliance (ICA). As exhibitors re-open after a year of closures and restrictions, they face the challenge of making the public aware that they are ready to welcome audiences back to their theatres to watch exciting new studio releases. It’s no coincidence that Cinema Week will take place during the opening week of F9, Universal’s latest chapter in the popular Fast and the Furious action series. Surveys have shown that consumers who return to cinemas have a positive experience, and thereafter they are much more likely to go back again as well as encourage others to do so.
See also: Every ‘Fast and Furious’ Movie is Returning to Theaters For Free Screenings (Slash Film)