For theaters to fill their seats, directors need to give audiences a reason to leave the house.
Following the release of films like “The Odyssey” and “Spider-Man: Brand New Day,” fans have been flocking to theaters. According to Reuters, the box office is slated to have its biggest year since the COVID-19 pandemic. The recent slew of innovative cinema is responsible for the recovery of the movie theater as a cultural phenomenon, breathing new life into a previously stale slate of films.
Since the COVID-19 pandemic, movie theaters have struggled to keep up with the saturation of streaming services. Twelve million new customers signed up for streaming services in April 2020, according to the BBC. In the age of streaming and rising ticket prices, theaters have struggled to compel audiences to trade their couch for a theater seat.
However, this summer seems to be prompting a theatrical comeback by providing moviegoers with an experience they can’t replicate at home.
In July, “Spider-Man: Brand New Day” – the newest installment of Destin Daniel Cretton’s Spider-Man series – smashed box office records, bringing in over $900 million in ticket sales during its opening weekend. The fourth reprisal of Tom Holland’s beloved titular role is the second-highest opening weekend in cinema history.
[Related: Film review: It’s a ‘Brand New Day’ for Spider-Man with stunning performances, cinematography]
While Marvel has been diligently churning out one to two films per year and a few Disney+ limited series, this movie stands out because its success arrives at a time when audiences have grown skeptical of franchises. “Spider-Man: Brand New Day” delivers a story about friendship, identity and heroism, with standout performances from Holland and Zendaya (MJ Watson) anchoring the movie. The film shows Peter Parker’s development from the teenager of previous films into a mature, confident and self-composed adult who embraces his superhero identity. This film’s critical and audience reception – an 89% critics rating and 98% audience rating on Rotten Tomatoes – suggests that viewers appreciate films with relatable storytelling and character development, meaning it takes a compelling story to make the movie worth seeing in the theater.
“The Odyssey,” released July 17, has left sold-out theaters across the country. Director Christopher Nolan used IMAX technology to shoot two million feet of film – in its three-hour entirety – in 70mm. With only 25 locations in the United States capable of playing Nolan’s production on 70mm film, tickets at these theaters sold out almost immediately, and demand for screenings has caused its IMAX stay to be extended until September. “The Odyssey” demonstrates the appeal of innovative filmmaking in incentivizing viewers to go to the theater rather than wait for the film to hit streaming services. Nolan’s new film makes going to the theater an event, making the film something to be experienced rather than merely watched – offering viewers something that streaming services cannot.
[Related: Film review: Christopher Nolan’s new film is an ‘Odyssey’ worth the adventure]
However, the transformation of the film into an experience is accompanied by an ever-growing price tag. Ticket prices have seen meteoric rises in recent years. For premium formats such as Nolan’s IMAX 70mm, the average ticket price charted at $35, while tickets for Denis Villeneuve’s “Dune: Part Three” reached $50 for premium 70mm formats. Although premium formats do encourage artistry and innovation in filmmaking, they also risk turning that experience into a luxury. If the future of cinema rests on convincing audiences that a movie is worth leaving the couch, they need to be able to do so without breaking the bank.
Even given the success of “The Odyssey” and “Spider-Man: Brand New Day,” theaters are still struggling to reach the levels of commercial success from before the COVID-19 pandemic. Box office numbers showed an 8% increase from last year, but remain around 30% lower than 2019. However, recent blockbusters have demonstrated that, even considering the barriers to viewership, there is still an audience that is willing and able to turn out for films that promise innovation and excellence.
With an emphasis on creativity and care, box office numbers seem set to keep soaring.
Comments are closed.