The number of films released to movie theaters has declined by 60 percent or more during the pandemic, according to the latest figures from the Motion Picture Association. The sudden drop in content availability poses what could very well be an existential challenge for movie theaters around the world. How can exhibition sustain itself with fewer titles in a business that has become increasingly reliant on blockbusters?
Event cinema, also known in the industry as alternative content, is ideally situated to help address the programming gaps between studio tentpoles. In the digital-cinema age, the sector has successfully engaged with niche fandoms (such as opera, anime, combat sports, and concerts) to optimize off-peak showtimes. Yet because promotion is tied to a fixed set of dates, the sector was prevented from claiming significant box office market share as cinemas first reopened in the pandemic. When release dates across the industry are in fluxâsubject to change whether by choice or a public health crisisâmarketing based on a fixed event date becomes practically impossible.
Entering 2022, however, the outlook is significantly more positive for event cinema distributors to help cinemas reclaim a dynamic 52-week release schedule.
âWeâve seen a need to develop more flexible release models,â says Marc Allenby, CEO of Trafalgar Releasing, which entered the U.S. market in 2018. âIn event cinema, dates would typically be coordinated globally. Everybody around the world swings for one engagement or limited engagement on a set date. I think weâve all had to recognize local restrictions and lockdowns and find ways to be more flexible about our release approach.â
Before the pandemic, a normal marketing campaign for an event cinema release would span about 8 weeks. During the Covid era, however, an 8-week period could be enough time to see cases drop and theaters…