With a lull in major opening weekends ahead, theaters are shifting their focus to long-term sustainability and consistent attendance. This comes after a period where massive debuts, like that of the hit film Weapons ($148.8 million global gross), have dominated the headlines.
The year has been defined by its powerful opening weekends. The massive launch of Jurassic World Rebirth set the tone for a year where big events drove huge initial numbers. This model, however, is dependent on a steady supply of tentpole films.
With that supply temporarily dwindling, theaters are focusing on the bigger picture. Strategies like loyalty programs, special screenings, and unique food and beverage offerings are being used to encourage repeat visits, even without a blockbuster. The goal is to make the cinema a destination in itself.
This focus on sustainability is made possible by the industry’s improved financial health. Theaters are now in a position to weather a period of smaller openings, knowing that the massive debuts will return with Tron: Ares, Wicked: For Good, and Zootopia 2 later in the year.