The movie theater, once a cultural cornerstone, is facing a new reality. While blockbuster franchises still pack seats, the magic of the big screen seems to be losing its luster for some moviegoers. Many people are saying that streaming services are going to be the downfall of movie theaters. While that statement is not far from the truth, there is another culprit that is rolling up the red carpet.
To get the big one out of the picture, yes, streaming services are one of the more pertinent reasons why audiences are more likely to wait for a newly released film to be on the TV (or other device) at home. This of course is by using services such as Netflix, Disney+, and HBO Max, amongst many others. The Motion Picture Association states that in 2021, movie theater attendance has dropped by four percent. With content readily available at home, people do not rush to the theaters for a new release. In addition to this, a subscription to a streaming service costs less than a movie ticket, but this price has been escalating. The monthly payment for Netflix, is about $6.99, for the base subscription. Not to mention other streaming services such as Hulu and Paramount+, which start at $7.99 and $5.99 respectively. The average cost for a movie ticket at the theater can cost around $10.45. With the prices for movie theater tickets climbing, it is not a surprise to see why audiences choose to stay at home to watch the newest films. Tickets are not the only price– driven factor at the theaters. Concessions and parking add up quickly, making a night at the movies a significant expense. This is particularly true for families or groups, making the decision to head to the theater a more deliberate one. Audiences are increasingly opting for the more cost-effective option of watching at home, especially for films they deem less worthy of the big-screen experience.
With that in mind, audiences have now been more selective about films they choose to see in theaters. The COVID-19 pandemic significantly disrupted moviegoing habits, with many audiences hesitant to return to theaters due to safety concerns. While things have improved, the pandemic might have instilled a more cautious approach to choosing films worth the potential risk. This ties into what others may glaze over when wanting to see a film in theaters— franchise fatigue. The constant barrage of superhero sequels, reboots, and remakes has left some audiences feeling jaded. Avengers Endame, which was released in 2019, was the highest grossing film of the decade with 2.8 billion dollars at the box office with a budget of 356 million dollars. Marvel has a reputation of releasing many forms of superhero films, some banking more than others. However, with marvel movies being released more often (with two to three being released a year since 2015) and with seemingly little diversity, audiences become more selective about which they choose to view in theaters. The Marvels, released in 2023, brought in 163 million dollars at the box office, pailing in comparison to the 220 million dollars it cost to produce that film. Moviegoers are yearning for more original stories, diverse voices, and unique experiences, which they might find lacking in the predictable formulas of mainstream Hollywood.
Despite these challenges, the theater still offers unique advantages. The communal experience, the larger-than-life visuals, and the immersive sound design remain unmatched in the home setting. For certain types of films, particularly visually stunning spectacles or emotionally resonant dramas, the theater experience can be transformative.
The theaters offer enjoyable experiences, and to continue the tradition which it’s future hinges upon, there are solutions that should be introduced.
Studios need to cater to a more diverse audience. Offering a wider range of films, beyond superhero franchises, is crucial. This includes supporting independent filmmakers, exploring diverse genres, and prioritizing original stories.
Movie theater companies should also focus on offering the premium experience. Theaters can differentiate themselves by offering comfortable seating, high-quality sound systems, and unique amenities, creating an experience that justifies the premium price tag. Such experiences include theaters that offer menu options to be served, such as the Alamo Drafthouse Cinema.
By understanding the evolving preferences of audiences and embracing innovation, theaters can continue to be a vital part of the cinematic experience, offering something unique and valuable that cannot be replicated at home. The future of the silver screen lies in its ability to adapt, curate, and offer an experience that resonates with the ever-changing desires of its audience.
