Movie theaters are attempting to attract viewers with free popcorn, free booze, and new experiences. With more movie theaters returning to pre-COVID capacities, many are hoping to bring the box office back to life with Cinema Week, a six-day effort (June 22-27) led by theater owners, studios, and other companies across the U.S. and Canada to reignite peoples’ interest in going to the movies. Each theater plans to attract movie-goers with different incentives like deals on food, movie poster giveaways, exclusive merchandise, deals on booze, early showings of upcoming films like Summer Soul and Black Widow, and more. One cinema company is even hosting a car show during its weekend release of F9: The Fast Saga. YPulse recently asked 13-39-year-olds what activities they feel comfortable doing right now and found that 35% feel comfortable going to see movies in theaters—a 7 pt increase since last month. Still, streaming has made some people less interested in watching movies in theaters, and Cinema Week could help spark interest in seeing movies in theaters again. (LA Times)
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