Movie theaters across the United States are experiencing a significant box office comeback, driven by the success of major film releases and an unexpected surge in attendance from younger demographics. Theater operators report that business has not only recovered from the challenges posed by the COVID-19 pandemic but is also beginning to surpass pre-pandemic levels.
Chris Johnson, CEO of Classic Cinemas, a chain with 16 theaters in Illinois, stated that his company's weekly attendance has matched and even exceeded 2019 figures. He attributes this success, in part, to reinvesting in the theater experience, including installing comfortable reclining seats to create a 'living room' atmosphere for patrons. "If you reinvest, if you take the time to listen to the guest, you’re going to see people come and come in droves," Johnson said. For the opening weekend of "Spider-Man: Brand New Day," Classic Cinemas sold over 50,000 tickets, with Friday screenings reaching 87% capacity.
Jared Rasic of Oregon's Tin Pan Theater recalled the difficult period during the pandemic when capacity was limited to six people per screening. "We could only have six people in the theater. There was a period where I was behind the bar in a mask, pouring beer for six people. That felt like we were stacking chairs on the Titanic," he said. Today, his arthouse cinema consistently fills seats for a range of films, from new releases to classics like "Pulp Fiction."
Dr. Susan Kerns of Milwaukee Film, which operates the historic Oriental and Downer Theatres, highlighted the quality of films released this year as a key factor. "Before July, our box office numbers were up about 20%, because of all the great films coming out of Hollywood this year," she noted, citing titles such as "Project Hail Mary," "Backrooms," "Obsession," and "Toy Story 5" as contributors to a strong box office year, even before the release of "The Odyssey."
Producers are also acknowledging the role of theaters in film distribution. Actor Ryan Gosling, during the promotion of "Project Hail Mary," remarked to theater owners, "It’s not your job to keep them open, it’s our job to make things that make it worth you coming out."
The resurgence is partly attributed to a growing appreciation for the theatrical experience, particularly among younger audiences. Rasic observed that individuals aged 17 to 25 are increasingly drawn to physical media and analog experiences, pushing back against the dominance of digital streaming. "17 to 25 year olds right now are very much pushing back against tech and really, really getting into physical media, really getting into analog," he explained.
Longer theatrical exclusivity windows are also playing a role in the comeback. Kerns pointed to "Obsession" as an example, where word-of-mouth success allowed the film to play in theaters for an extended period before becoming available on streaming platforms. This extended run, she suggested, was crucial for its box office performance and would be beneficial for other films if studios allow them more time to breathe in cinemas.
Major productions like "Spider-Man: Brand New Day" and "The Odyssey" are cited as examples of films that demand to be seen on a large screen. Becky Dupuis of Montana's Polson Theatres emphasized that "These big productions like ‘Spider Man’ and ‘The Odyssey’ are just not the same when you see them on your phone."