Hot topics | Coronavirus pandemic

According to a study, movie theaters must "urgently" revamp the experience because they must "urgently"

According to a study, movie theaters must "urgently" revamp the experience because they must "urgently"

LOS ANGELES Around 49% of pre-pandemic moviegoers are no longer purchasing tickets, some of them have likely been lost forever. In order to win back the rest, multiplex owners must urgently rethink pricing and customer rewards, in addition to focusing on coronavirus safety.

Those were some of the benefits from a study into the American movie theater industry, which was troubled before the epidemic attendance dropping, streaming services streaming streaming streaming service explosion and has struggled to rebound from coronavirus-forced shuttings in 2020. Tickets sold in the United States and Canada increased at roughly $96 million over the weekend, compared to $181 million in the same period in 2019.

The study, published online Monday, was self-commissioned by the Quorum, a film research firm headed by David Herrin, former head of research for United Talent Agency; Cultique, a consultancy run by longtime brand strategist Linda Ong; and Fanthropology, a business that focuses on fan engagement. They intend to conduct the survey once a quarter.

The research clearly shows that theaters are suffering because the epidemic intensified, accelerated, and amplified all of the already awaited trends, Ong added. That is the definition of a perfect storm not that several problems exist at the same time, but that they have an intensifying impact on one other.

The nascent trends? Rising ticket and concession prices. Decreasing experiential value, including the perception that moviegoing has become a chore. The rundown state of shopping malls, which house many theaters. A generational shift toward streaming, gaming, and other smartphone-based entertainment. Before, maybe you went every now and again overlooking the drawbacks, Herrin said. Now you add safety concerns to that mix, and you suddenly become a former filmgoer.

According to Herrin, when you get outside of that demographic, youre actually losing people, he said.

Despite this, he noted that a third of the alterations are hopeful about returning to cinemas at some point. Reduced prices for classic concessions, newer seats, and policing the usage of smartphone during films.

There needs to be a sense of urgency," Herrin stated, adding, using Hollywood jargon for the multiplex business. "I don't know how large a window there is for exhibition to win these people back."

The study claims that 8% of respondents who claim they have not purchased a ticket during the epidemic and can't see themselves returning are lower-income consumers. The group has a large proportion of Hispanic, Black, and Asian women.

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