The future of cinema is a fascinating, and somewhat unexpected, journey. It's a story that challenges our traditional notions of what constitutes a movie-going experience.
The Rise of Non-Traditional Releases: A New Era?
In the past two weeks, the North American box office witnessed a lucrative holiday season, with diverse hits like Avatar: Fire and Ash and Zootopia 2. However, the biggest single-day gross during this period wasn't from a movie, but from the series finale of Netflix's Stranger Things. Netflix's innovative move to release the feature-length episode simultaneously in theaters and on its streaming platform generated an estimated $25 million in a 24-hour period, surpassing Avatar: Fire and Ash's daily gross post-opening weekend.
But here's where it gets controversial: the tickets for this event were technically free, with attendees purchasing $20 concession vouchers to reserve seats. This unique arrangement highlights the potential for theaters to benefit from non-traditional releases, especially when they can keep all the revenue without splitting it with distributors.
Beyond Movies: The Diverse Entertainment Landscape
The entertainment industry is evolving, and it's not just about blockbuster movies anymore. Distributors and theaters are exploring creative ways to attract audiences and boost their businesses. Last fall, Broadway hits like Hamilton and Merrily We Roll Along found their way to movie theaters nationwide. Taylor Swift's release party for her album The Life of a Showgirl, featuring a mix of new music videos and behind-the-scenes content, generated $50 million worldwide. BTS released a series of remastered concert films, and Netflix, with its KPop Demon Hunters, arranged theatrical engagements, including a rare deal with AMC, the largest movie theater chain in the US.
It's not just pop music or traditional opera and theater broadcasts. Targeted re-releases have become a multiplex staple, with studios like Universal putting classics like Back to the Future and Jaws on IMAX screens during slow periods. Some multiplexes have developed their own rep scenes, playing a different "old" movie daily, ranging from monster classics to musicals and Christopher Nolan hits.
The Circular Phenomenon: Home Viewing Meets the Big Screen
This shift represents a strange, circular phenomenon. Entertainment that was once associated with home viewing, like sports, TV shows, and rewatches of favorite movies, is now potential big-screen fodder. Meanwhile, countless feature films with major stars are being released straight to streaming platforms. Netflix and similar services have trained audiences to wait for streaming, and audiences have largely acquiesced, no longer rushing out to see movies as they once did.
However, there's still a collective desire to gather outside the living room. Some of this shift can be attributed to the affordability and accessibility of good seats for a big-screen experience compared to live music shows or sporting events. Additionally, the shortened theatrical windows may have played a role, with audiences adapting to the quick availability of movies on home video platforms.
The Taboo of Paying for Readily Available Content
With movies becoming available for rental at home within weeks of their opening weekend, the distinction between paying to see a movie in theaters or on premium VOD is diminishing. If everything is available everywhere, why not explore different viewing options? This mindset challenges the traditional taboo of paying an admission fee to watch content that's readily available elsewhere.
The Relevance of Theaters: A Sense of Reverence
Home-viewing advocates might scoff at the enthusiasm of frequent moviegoers for the theatrical experience. Yet, if theaters survive, it may be due to an immutable sense of reverence they evoke. Going out to see Stranger Things, a Jaws rerelease, or a big soccer game at a movie theater is an act of devotion that transcends simple convenience. For some viewers, it's about the thrill of making a devotional choice, sight unseen, for movies that could be exceptional or disappointing. For others, perhaps the cherished and the unproven are simply trading places.
And this is the part most people miss: the future of cinema might not be about new movies alone, but about the diverse ways we choose to experience entertainment, and the unique sense of community and reverence that theaters can provide.
