Movie theaters are increasingly relying on non-traditional content like TV show finales, concert films, and classic re-releases to boost revenue and attract audiences, adapting to the streaming era and changing viewing habits.
The North American box office experienced a lucrative holiday period, but the most significant single-day 'gross' came from the Netflix TV show 'Stranger Things' series finale, which, despite tickets being technically free (tied to concession vouchers), generated an estimated $25-30 million for exhibitors. This success underscores a growing trend where movie theaters are diversifying their offerings beyond new feature films to combat streaming dominance and declining attendance. Examples include theatrical releases of Broadway shows (like 'Hamilton'), concert films (Taylor Swift, BTS), album release parties, and re-releases of classic movies ('Back to the Future', 'Jaws'). This 'strange, circular phenomenon' sees content traditionally associated with home viewing now drawing audiences to cinemas, driven by the communal experience, affordability compared to other live events, and a diminishing 'taboo' around paying for content available elsewhere. The article suggests that the survival of theaters may depend on this 'devotional' aspect of the big-screen experience, even for content viewers have already seen or could watch at home.
