Innovative Strategies to Attract Movie-Goers Back to Theaters

We are currently experiencing a slow period for movies before the summer season kicks into full gear.

Movie theaters are eager to bounce back after the pandemic, but the effects of the 2023 strikes by the Writers Guild of America and the Screen Actors Guild are still being felt. These strikes caused delays in production, leading to gaps in the schedule as some films postponed their release dates.

Last summer brought a ray of hope for struggling theaters looking to recover attendance levels from before the pandemic. Hits like "Barbie," "Spider-Man: Across the Spider-Verse," and "Oppenheimer" helped boost the industry. This summer, there is anticipation for potential blockbusters like sequels to "Deadpool," "Inside Out," "Despicable Me," and more successful films on the horizon.

In the meantime, movie theaters are implementing creative strategies to attract audiences. From showcasing anticipated re-releases to offering extended screenings in premium formats such as IMAX, along with the occasional unique and pricey themed popcorn buckets, theaters are finding ways to engage audiences during a sparse release schedule.

After the Oscars eligibility cutoff, there is usually a period with fewer movie releases. This is because prestigious films are often saved for the fall and early winter months. This strategy allows them to stand out without having to compete with big-budget blockbusters that are usually released during the summer.

To keep viewers engaged during this lull, movie studios often resort to re-releases, mini film festivals, and exclusive merchandise. These tactics help bring audiences back to the theaters and maintain interest in the film industry.

Historically, movie theaters have experienced slow periods in late winter and early fall because major studios typically do not release their blockbuster movies during that time. These months, especially January, February, and September, are often referred to as "dump months" because studios tend to release films with uncertain box office success during this time with minimal promotion.

It's a relatively quiet time at the movies before summer movie season kicks off. This almost-empty arcade is from inside a Regal in Houston.

It's a relatively quiet time at the movies before summer movie season kicks off. This almost-empty arcade is from inside a Regal in Houston.

Brett Coomer/Houston Chronicle/Getty Images

So far this year, the box office numbers for January and February have not been as high as they were before the pandemic, according to Ray Subers, who is the senior vice president and head of film at NRG (National Research Group), a company that tracks developments in entertainment and technology.

On the other hand, Alamo Drafthouse, a successful specialty theater chain in the US with over 40 locations, has embraced the quieter months by showing classic and lesser-known films. They also offer merchandise and themed menus to enhance the movie-watching experience.

John Smith, a senior film programmer at Alamo Drafthouse, compares the "dump months" to hurricane season - they know it's coming and can prepare.

Heading a team dedicated to "alt content," Smith and his team keep a close eye on the schedule of new films to see where they can fill in the gaps. This month, which is relatively quiet in terms of major new releases, includes special anniversary screenings of "The Mummy" from 1999 and "Dawn of the Dead" from 1978. Additionally, there will be a movie party featuring props and costumes for Jim Henson's "Labyrinth," as well as a screening of "Dumb and Dumber." The latter is part of Alamo's "Time Capsule" series, focusing on films released in important years for movie-making - this time, it's set in 1994.

"We need to expand beyond just showing popular films in order to grow and maintain a dedicated audience of movie lovers," stated Smith. This diverse and satisfying film lineup is crucial for attracting and retaining viewers, especially during slower periods and for promoting films we believe are important.

For example, "Poor Things," starring Emma Stone and winner of an Oscar this year, was just as successful for Drafthouse as Taylor Swift's "Eras Tour" concert film, according to Smith. Drafthouse celebrated this indie film with exclusive pins, special brunch screenings, and even a live Q&A session with some of the stars, including Oscar nominee Mark Ruffalo.

Major cinema chains such as AMC and Regal are embracing counterprogramming and exploring opportunities beyond just showing movies. They are enhancing their merchandise offerings, with AMC introducing the popular “Dune” popcorn container and green popcorn, while Regal offers Stay-Puft Marshmallow Man toys for the movie “Ghostbusters: Frozen Empire.”

AMC's merchandise for "Taylor Swift: The Eras Tour" concert movie included exclusive popcorn containers.

AMC's merchandise for "Taylor Swift: The Eras Tour" concert movie included exclusive popcorn containers.

Frederic J. Brown/AFP/Getty Images

AMC and Regal are both focusing on re-releases to attract audiences, with series like “Regal Forever Favorites” and the recent “Halfway to Halloween” festival at AMC. Blumhouse, known for horror hits like “The Purge” and “Split,” partnered with AMC to bring back these films and more to the big screen.

This summer, the release schedule lacks the usual family-friendly Marvel and DC superhero movies. However, AMC is offering a different kind of superhero experience by showing all eight Spider-Man movies throughout the spring and summer. The series kicks off with Sam Raimi’s original 2002 film on April 15, as part of a weekly event called Spider-Mondays.

Disney has the biggest re-release gimmick of the year. On May the 4th, also known as “Star Wars Day,” select theaters will be hosting a theatrical marathon of nine “Star Wars” films in the “Skywalker Saga.” The movies will play back to back, starting with “Episode I: The Phantom Menace” on May 3, and continuing until “Episode VIII: The Rise of Skywalker” ends on May 4. Don't worry, there will be bathroom breaks in between!

If you're a fan of IMAX or indie films, this event is perfect for you. Get ready to immerse yourself in the epic world of "Star Wars" on the big screen.

IMAX's popularity has surged in the last year, thanks to films like "Oppenheimer."

IMAX's popularity has surged in the last year, thanks to films like "Oppenheimer."

Critics and fans are urging others to watch recent blockbusters like “Oppenheimer” and “Dune: Part Two” on the largest screen available, which is often an IMAX screen. IMAX theaters are known for their huge screens, taller aspect ratio, and superior image quality. Directors like Christopher Nolan and Denis Villeneuve even shoot their films using special IMAX film stock.

Tickets for films in IMAX can be more expensive than regular showings, sometimes costing over double the price. However, audiences are willing to pay for movies that excite them. For example, "Dune: Part Two" and "Oppenheimer" both had about 20% of their sales from IMAX tickets, as reported by Variety.

With the growing popularity of IMAX and other premium formats like Dolby Cinema or ScreenX, there is potential for further expansion in the industry. According to Subers, a film researcher at NRG, there is clearly a demand for these enhanced movie experiences.

Screen X, a 270-degree moving screen, is advertised in the lobby at Regal MarqE Cinema, in Houston, Texas.

Screen X, a 270-degree moving screen, is advertised in the lobby at Regal MarqE Cinema, in Houston, Texas.

Enhancing premium experiences at theaters could set them apart in today's landscape. According to Subers, people view a trip to the theater as a special treat.

Blockbusters with stunning visuals and action-packed scenes are usually the main attraction in IMAX theaters. However, this spring, theaters are shaking things up. IMAX will be showcasing three films from the renowned indie studio A24 - “Ex Machina,” “Hereditary,” and “Uncut Gems.” These three critically acclaimed and spine-chilling movies, originally shown on standard screens, will each have a special one-night screening in IMAX every month, starting with “Ex Machina” in late March.

In a surprising move, IMAX will also be featuring live sports events. NBC's coverage of selected Summer Olympics events will be shown on AMC screens, including IMAX, all across the United States later this summer. This unexpected addition comes during a typical slow period for movie releases.

Though April and May may be quieter for movie theaters due to strike-related setbacks and the usual pre-summer schedule, the back half of the year is expected to be full of potential blockbusters and sequels to well-known favorites. In fact, from June to late December, there are 15 franchise films lined up that have predecessors earning over $150 million at the US box office, including hits like “Moana,” “Bad Boys,” and “Sonic the Hedgehog.” This lineup hints at healthy attendance for theaters throughout the rest of the year.

Looking ahead, while various factors have slowed down the movie theater revival in 2024, 2025 is shaping up to be a huge year for cinema. Superheroes will make a strong comeback with new versions of “Fantastic Four” and “Superman,” along with films from acclaimed directors like Paul Thomas Anderson and Bong Joon Ho. Additionally, audiences can look forward to reimagined classics like Snow White and even adaptations of popular video games like Minecraft.

“The strikes made the first half of this year merely okay, and the second half pretty big,” Smith said. “It’s making 2025 look like one of the best cinema years since 2019.”

Editor's P/S:

The movie theater industry is currently experiencing a lull in activity due to the post-pandemic recovery and the effects of recent strikes. However, theaters are implementing creative strategies to attract audiences, such as showcasing anticipated re-releases, offering extended screenings in premium formats, and partnering with studios to bring exclusive merchandise and events to the big screen.

Despite the challenges, there is optimism for the future of cinema. The back half of 2023 and beyond is expected to bring a surge in blockbuster releases and sequels, as well as highly anticipated films from acclaimed directors and reimagined classics. The growing popularity of premium formats like IMAX and ScreenX is also expected to drive growth in the industry. With a strong lineup of upcoming films and a renewed focus on enhancing the movie-going experience, theaters are poised to bounce back and continue to provide audiences with immersive and unforgettable cinematic experiences.