'Taylor Swift: The Eras Tour' will be a blockbuster - and might shake up the movie business

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.”

But how did the once declared-for-dead multiplex become the go-to place this fall a pair of stars previously at home on Netflix? “You could say we’re in the movie business, but really we’re in the getting-together-with-other-people business,” says Marcus. “The more we do of it, the more the customers will think about it and the more talent will go: This is something I could do.”

The pop star's apparent relationship with Kansas City Chiefs tight end Travis Kelce has only further brightened the spotlight on the movie. According to ad tracking firm iSpot, TV ads for the film ran only a few dozen times as of Oct. 6, including several spots during NFL broadcasts. “It really opens up the idea that other types of content can play really well in a movie theater," he says.

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'Taylor Swift: The Eras Tour' will be a blockbuster - and might shake up the movie businessNEW YORK (AP) — 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...
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