Chaotic times call for creative measures, and in the midst of a box office that’s been greatly impacted by the pandemic, not to mention the lack of major studio tentpoles, exhibition is thinking outside of the box to restore moviegoer confidence and encourage their return to the cinema.
“Clearly, there is a significant portion of the population that still wants to stay in their controlled group, but they want to get to the movies, so this is allowing them to scratch that itch,” says Cinemark CEO Mark Zoradi about the recent trend for private watch parties at the circuit. “It’s also said to us a lot of people want to come back to the movies, they just want to get over the hump of COVID.
During pre-pandemic times, renting a movie theater auditorium can be a costly proposition with the price varying by market. In Los Angeles, it’s not unheard of to rent a 200 seat to 400 seat auditorium at any multiplex for anywhere from $2k-$5K a showtime, and that price can skyrocket during awards season.