Movies

The casual moviegoer is a thing of the past. That’s a big problem for Hollywood

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The casual moviegoer is a thing of the past. That's a big problem for Hollywood

As a seasoned cinephile with decades of movie-going experiences under my belt, I can’t help but feel a sense of nostalgia for the good old days when casual moviegoing was the norm. In the past, stumbling upon hidden gems like “Pirates of the Caribbean: The Curse of the Black Pearl,” “Garden State,” and “Eternal Sunshine of the Spotless Mind” was an everyday occurrence. Nowadays, it’s a rarity due to shorter theatrical runs and a lack of diversity in the offerings at the box office.

On an impromptu visit to the cinema, James Young decided to give a try to “Pirates of the Caribbean: The Curse of the Black Pearl”, as well as “Garden State” in 2004 and the unusual “Eternal Sunshine of the Spotless Mind”.

Instead of having specific films on his list, he found enjoyment in them, and “Eternal Sunshine” has become one of his top favorites. These days, though, at 47 years old, the computer engineer isn’t as keen on going to theaters to find new movies like he used to. With movies spending less time in theaters these days, Young doesn’t stumble upon as many films as he once did.

Young, a resident of Morrisville, NC, stated, “By the time I could’ve turned back and searched for it, or arrived at the theater, they had already left. It’s that element of surprise in movies that I miss.

He’s not by himself. The trend of spontaneous cinema visits, where individuals go to the movies without prior planning and watch whatever is playing, has been declining significantly, especially since the pandemic. Not only are fewer films drawing audiences, but they often don’t stay in theaters long enough for people to find them. This reduction impacts the potential earnings of cinemas, which continue to struggle with attracting large crowds.

Patrick Corcoran, a founding partner at the Fithian Group theater consulting firm, stated they represent a vast, untapped audience source. To keep the movie stream flowing and reach as many people as possible, this is crucial.

Regular cinema-visitors constitute a significant segment of the audience. Consistent moviegoers, who frequently attend various film screenings, account for roughly 12% to 15% of the box office revenue, as per Corcoran’s statement. This implies there’s a substantial market still untapped for occasional viewers like yourself and me.

Despite the ongoing impact of the pandemic, the box office revenue is yet to fully bounce back. Prior to COVID-19, the domestic box office used to earn over $10 billion annually from ticket sales. However, this year, predictions suggest that it will only manage around $8.5 billion.

In simpler terms, Bruce Nash, the founder of a movie data platform called The Numbers, stated that it’s reasonable to assume there’s a billion dollars worth of films missing from the market. If we had the right movies available, people would watch them, and this shortfall in revenue could be made up.

A diverse range of film genres available in cinemas attracts a broader spectrum of viewers. Lately, mid-budget films (those earning between $50 million and $100 million) have been less frequent. In terms of genre, it’s becoming more challenging to find dramas or romantic comedies playing on the big screen, although Sony’s “Anyone but You” demonstrated that a traditional romantic comedy can still be a hit in theaters.

A shorter time period for movie theaters before they’re released for home viewing is also significant. Prior to the pandemic, it was common for films to be shown in theaters for about 80 days before being available for home viewing. As the pandemic started to subside, this duration reduced to an average of 30 days, though it has stabilized at an average of 32 days this year, according to Nash. Studios implemented shorter durations with the aim of maximizing home video revenue while the films were still popular and relevant.

Having an affordable and competing way to watch movies at home has changed some moviegoers’ habits.

“There is a recognition that you need to give a film time to reach an audience,” Nash said.

With the shrinking difference between theater and home viewing experiences, more people are finding it convenient to watch movies either at the cinema or from home. However, statistics only reflect the consistent rate of audience loss regardless of the medium, but they don’t consider those who initially chose not to go to the movie in theaters, as Corcoran pointed out.

He mentioned that you’re not often coming across lesser-known films that haven’t been widely promoted. He explained further, “These movies might not have a wide distribution, but they do exist.

Despite this, most of it falls beyond the influence of cinema owners. So, how can we attract audiences, particularly those with increased opportunities to remain at home, to return to cinemas once they have leisure time?

Alamo Drafthouse, a movie theater chain known for its dine-in experience, consistently aims to make movies more than just regular screenings – turning them into must-attend events. For instance, this Austin, Texas-based exhibition company is organizing interactive movie parties for Universal Pictures’ “Wicked”. These events come with green glasses, a special Oz-themed menu, and an Emerald City Soiree to celebrate the Broadway adaptation of the film.

Chaya Rosenthal, Alamo Drafthouse’s chief marketing officer, stated that viewers have multiple options for watching a film. However, we make a conscious effort to focus on enhancing the overall experience and strive to make it unique and unforgettable,” is one way to paraphrase the original statement in natural and easy-to-read language.

A different approach might involve reward systems designed to motivate film enthusiasts to visit cinemas more frequently, potentially even persuading them to watch movies they might have otherwise overlooked. The surge in spontaneous moviegoing was significantly fueled by MoviePass, which ultimately failed due to its financially unstable strategy of providing heavily discounted tickets. However, it’s worth noting that the company is aiming for a resurgence, as they announced in June that they had acquired a new investor.

35-year-old Cameron Daxon has managed to watch approximately 50 films this year, thanks to his AMC A-List subscription. In the month of January, he enjoyed watching Hayao Miyazaki’s animated film “The Boy and the Heron,” the British romantic fantasy “All of Us Strangers,” the action-packed thriller “The Beekeeper” starring Jason Statham, the sci-fi indie production “I.S.S.,” and the French legal drama “Anatomy of a Fall.

Speaking as Daxon, a writer residing in South Pasadena, he stated, “I’ll watch just about anything now, honestly.” He used to be quite particular, saying, “I really want to see this in theaters,” but now his standards have dropped significantly. Instead, he says, “Why not give it a try? I kind of heard that movie’s decent.

For Young, a frequent movie-watcher in North Carolina previously, his theater visits have become less regular and more purposeful now. The last film he watched spontaneously was Tim Burton’s “Beetlejuice Beetlejuice,” which they saw during a day off from work, catching a Thursday afternoon screening with his wife.

Up next on his list was “Wicked” with his 7-year-old child. He had doubts if she would be able to endure the two hours and forty minutes duration, but in the event they both struggled, he joked that he’d end up losing money on two tickets.

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2024-12-02 14:31

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