The years since the “end” of the COVID-19 pandemic have been trying times for movie theatres, after audiences were trained to watch more movies at home using a plethora of streaming services. After the rebound years of 2022 and 2023, the box office appears to have levelled off over the last two years, setline at just under $9 billion annually in the domestic market. Many industry watchers have come to the conclusion that these levels could be a “new normal,” and that the traditional distribution model for movies has forever changed.
Theatres are taking steps to respond to audience demand, by upgrading their facilities and installing the latest in projection and sound technologies, introducing new food and beverage choices, and adding new entertainment options such as arcade and other gaming options, bowling, sports bars , etc…
In particular, analysts have pointed to upgraded seating as an essential move for theatres to be able to compete and attract audiences. In a recent article from The Guardian, the UK-based exhibitor Vue Cinemas was profiled, highlighting their choice to upgrade their seating and offer new concessions options. According to Vue CEO Tim Richards, the investment is paying dividends, showing concrete and specific steps that a theatre can take to adapt to changing customer tastes.
