![]() Exhibitors have pointed to lack of product as the reason behind the downturn in attendance. Across the movie industry, cinema chains are struggling to recover from the pandemic as ticket sales remain down roughly 35% from pre-COVID. Sometimes, quality isn’t even enough.įor theater owners, though, it’s nothing short of euphoria to learn that more Hollywood companies - not less - plan to make movies for multiplexes. Neither Apple nor Amazon has shown consistency with compelling content, yet they will need to produce good movies - and market them effectively - to cut through the noise and get people to show up. Just simply putting a movie in theaters at a time when there’s too much disposable content on the big and small screen isn’t enough. Long gone are the days when a rom-com that scored 25% on Rotten Tomatoes could still earn $150 million at the box office. “You can get incremental revenue from other wells compared to going straight to streaming.” “There’s an advantage to streamers to put movies into theaters,” Wold says. It also helps to lure top talent, who don’t want their labors of love to get lost in the shuffle of streaming, and it plays a part in getting big-budget movies into the black. ![]() Ideally, the more attention that a movie gets on the big screen, the more people will want to see what else is available online - and sign up for (or keep paying) monthly subscriptions to AppleTV+ or Prime Video. For Apple and Amazon, the move is not exactly a benevolent bid to help out beleaguered movie theaters it’s a way to promote their respective streaming services.
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