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Issue link: https://digital.macdirectory.com/i/1299064
Americans – regardless of age – are still uneasy about returning to the theatre, though boomers are particularly concerned. Senior film fans around the world have been a boon for the box office and form the core audience for art house cinemas. While Hollywood is obsessed with youth, older audiences spend more. According to the MPAA, 41 percent of all movie tickets sold in North America were purchased by people 40 and up. The question is when heavy moviegoer will return, if at all. Market research firm Dynata asked filmgoers in 11 territories how eager they were to get back to movies. Dynata also asked filmgoers if they would be open to safer options to enjoy the same film on the same date. Gen Z respondents (25-younger) said as soon as possible, over 25s said they would return relatively soon, and boomers indicated they were in no rush. Goodman made the point that some content is going to be more enjoyable and better seen in the living room than in the cinema. If you are to believe Hollywood, despite repeated delays of big releases, audiences will be back at the box office next month, tickets in hand to see blockbusters such as “Tenet” and “Mulan” in the final days of summer. They weren’t! Goodman said that according to reports from Morning Consult, studios will probably hold off releasing tentpole productions for three-four months, at least, until consumers are more confident in attending movies in-person. “While it may not seem so right now, opening theaters before the potential audience is ready could be a disaster,” Goodman warned. “Theaters can’t afford to staff up, clean up, open up and then shutter.” “If that happens,” he continued “75-plus percent of the audience won’t feel comfortable coming back…including the 60 percent who had already said they were already “uncomfortable”.” Theater chain executives are continuing to pay close attention to the status of the virus, local mandates and the availability of new content as the schedule their reopening. The new safety measures – increased cleaning, lower capacity, lack of food/drink sales increase costs and lower revenue and profits. Looking at their options most theater owners begrudgingly agree with Galaxy Quest’s Jason Nesmith, “Never give up. Never surrender.”