Movie theaters are down for the count right now, but when they open again following the current coronavirus pandemic, they may be free to attend at the start. With public gatherings essentially banned across the country to slow the spread of COVID-19, movie theaters have become ghost towns, with tens of thousands of employees furloughed or laid off due to the lack of revenue. Many movie studios have responded by postponing releases of their blockbuster films, raising the question of how movie theaters will survive the coronavirus.
The National Association of Theatre Owners (NATO) is witnessing firsthand what happens when the movie industry undergoes a complete shutdown. NATO is lobbying Congress in an attempt to secure funds and loans to keep movie theaters across the country in business as the finish line for the coronavirus pandemic remains far out of sight. The organization is also following developments from around the world in an attempt to figure out how to move forward when this is all over.
In an interview with Screen Rant, NATO’s chief communications officer Patrick Corcoran suggested movie theaters may open for free when they’re back up and running again. That idea is taking a cue from some theaters that have been able to reopen in China and have done so at no cost to the consumer while showing old movies. If movie theaters have the stability of money coming in the form of loans or a bailout, it may not be a bad idea to remind consumers why it’s exciting to see movies on a big screen or with a large group of people.
We’re working on it. We are working on it. We’re looking at what’s been happening in China. In the provinces that were least affected, they’re starting to open their theaters, and they’re open for free to patrons to coax them back. The movies they’re showing are older ones. We will see… It’s going to depend. We’re both local and national markets, and our main distribution partners are very interested in national releases as opposed to local ones, so depending on how this virus goes, and whether it’s more severe in some places and lifts sooner or later, that’s all going to go into it. We’re looking at ways to reach out to our patrons and also to our studio partners about the best ways to message and roll things out once we’re back up and running.
One of the biggest concerns for movie theaters during this pandemic is the likelihood of viewing habits changing for potential consumers who will be digging their heels even more deeply into streaming services. Last week alone, subscriptions for Disney+ tripled following school closings and the accelerated arrival of Frozen 2 to the service. With more and more television and movie productions being delayed by the coronavirus, the backlog of content on streaming services like Netflix and Hulu may soon become the only viable lifeline to the world of entertainment for many who are stuck in isolation.
Movie theaters across the country will face the monumental task of bringing audiences back in when this situation reaches its conclusion. Slashing prices is always a good way to draw people in, so it’s definitely a worthwhile idea for the folks at NATO to consider.
Source: Screenrant, by HOLDEN WALTER-WARNER