Movie theaters are “going beyond studio marketing” to draw young moviegoers back. According to Comscore, domestic ticket sales for the first four months of 2022 are down 44% compared to 2019 (a.k.a. pre-pandemic). However, cinemas are seeing “significant gains” over last year, thanks to blockbuster releases like Warner Bros. The Batman, Paramount’s Sonic the Hedgehog 2, and Marvel-Sony’s Spider-Man: No Way Home, which led to a 338% increase in ticket sales from 2021—reaching $1.95 billion. While movie studios are using events like CinemaCon to generate hype around upcoming projects, big and small cinema chains are getting “more aggressive” with their marketing strategies to make up for the slow start of the year. AMC, Regal, and Cinemark added livestream events, like concerts, sports, and Dungeon & Dragons campaigns, and upgraded their theaters with state-of-the-art projectors and sound systems. Smaller chains with less money are investing in the theatrical experience by upgrading seats, projectors, and sound equipment, and are using digital and social marketing to target local communities. Warehouse Cinemas began offering more promotions for customers from margaritas with movie tickets to special “daddy-daughter” date night showings. (CNBC)
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