The ongoing pandemic has forced the people and industries of this country to adapt in many ways. However, not all have been able to keep up. Movie theaters seem to be the most at risk for collapse as a result of the pandemic. Is the average movie theater experience now a thing of the past? The truth is, the modern movie experience just has a new meaning.
What has changed?
With social distancing and quarantine policies in effect all across the country, movie theaters have been forced to shut their doors. Having been closed in many places for more than six months, these theaters are taking major hits to their profits. Though we’ve seen very little evidence to suggest it is safe to return to normal business operations, some theaters are choosing to reopen.
Some theaters have reduced their ticket prices dramatically in an effort to reel their customers back in. For example, AMC Theaters have reopened in certain locations with ticket prices as low as 15 cents. Will low prices be enough to bring people back? It’s not likely. Theaters have promised heightened safety protocols and cleaning procedures, but many people simply don’t feel safe being in a space with so many occupants in such close quarters. Traditional theaters will suffer major financial losses as a result. Theaters are built on in-person patronage and they rely heavily on concessions sales in order to stay in business. Assuming they do manage to see an uptick in customers, moviegoers can’t exactly take part in snacking with the mandatory mask rule in place. Essentially, the people may come back, but the profits may not.
Who benefits from this?
Here’s the thing, the theaters may be losing money, but the studios aren’t seeing the same rapid decline in profits. Many studios are keeping their heads afloat by securing a place for their films on paid streaming sites where these movies are available for on-demand streaming. Throughout quarantine, we’ve seen the first few entirely at-home movie premiere rollouts. The movie “Trolls World Tour” was one of the first to do so, releasing initially in March just as quarantine policies went into effect. The public was able to tune in and see a new film that they had been anticipating for months from the comfort of their living rooms.
The in-person movie-going experience isn’t completely dead. Drive-in movie theaters have made an unexpected comeback that has many wondering why these weren’t repopularized sooner. Drive-ins offer a lot of the same amenities that traditional theaters do, like self-served seating (or parking) and a wide array of food choices. They give people a way to view movies on the big screen safely, and they give the audience the atmosphere of watching with a group while still maintaining a safe distance. Drive-in theaters are also more affordable than their traditional counterpart. The Swap Shop drive-in in Fort Lauderdale charges just $7 for adults, $2 for kids and children ages 1-4 get in for free. The only downside is there are often less movies to choose from, but for all that it offers in these pressing times, the pros of the drive-in theater most definitely outweigh the cons.
