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Blockbuster heatwave helping drive summer movie box office | CNN Business

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People are seeking respite from the summer heat wave in movie theaters

In the early afternoons, when temperatures in central California have been circling triple-digits, people start heading into the theaters, said assistant manager Hope Torres. The heat is boosting attendance, she said — and the uptick started even before those blockbuster films opened. Maya Cinemas Fresno 16 keeps the thermostat at 68-70 degrees Fahrenheit, stocks up on frozen drinks and “when people come into the theater, they comment on how nice the air conditioning feels,” Torres said.

” Theaters have been using air conditioning as a marketing draw for decades, said Salvatore Basile, author of “Cool: How Air Conditioning Changed Everything”. He explained: “Movie theaters would open their front doors so that those passing by would feel a blast of cold air and decide to buy tickets.” This early marketing technique was called “advertising air.

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