‘Taylor Swift: The Eras Tour’ will be a blockbuster — and might shake up the movie business

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Movie theaters are readying for an onslaught like they’ve never seen before beginning Friday when “Taylor Swift: The Eras Tour” debuts.

NEW YORK — Greg Marcus has been in the movie business for years but he never expected to be urging moviegoers to take out their phones during a film — let alone to be crafting friendship bracelets in preparation for an opening weekend. But there the chief executive and chair of the Marcus Corporation is in a promotion for his theater chain headquartered in Milwaukee, Wisconsin, stringing beads together while humming “Shake It Off.

It’s arriving uncommonly fast, too, just a little over two months since the SoFi shows. Speed was one reason Swift’s father, Scott Swift, is said to have sought out a direct deal with AMC. Swift produced the film, herself, and, with 274 million followers on Instagram, didn’t need a studio to promote it. The pop star’s apparent relationship with Kansas City Chiefs tight end Travis Kelce has only further brightened the spotlight on the movie.

 

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