A new report from the consulting firm Bain & Co. analyzes consumer attitudes and preferences related to going to the movies. In their report titled “Reimagining Cinema: How Movie Theaters Can Fill Seats Again,” the authors were candid about the challenges facing theatrical exhibition, weakened by the emergence of streaming and a shift in “consumer habits” brought about by COVID pandemic. However, the report also concludes that “audiences haven’t abandoned theaters; they need a more compelling reason to go.”
The report identifies three key areas for theatres to distinguish themselves in the “Flooded Era” of content: immersion, spectacle, and shared experiences. Bain’s analysts encourage theatres to upgrade their facilities to provide a “premium” experience that is unrivalled by home viewing. This is already underway in circuits nationwide, with billions of dollars being spent to add amenities such as reclining seats, laser projection and premium food and beverage service. Theatres should also strive to offer their audiences “shared” experiences, such as Q&A with filmmakers, actors and subject matter experts, live sporting events and concerts. To increase the connection with the community, theatres must also make effective use of social media, highlighting the movies and the experience of going to the theatre.










