The COVID-19 pandemic changed the movie industry more than most think. Due to the closing of all movie theaters during the pandemic, headline producing studios like Walt Disney, WarnerBros, Paramount Pictures, and Universal Pictures, have had to release their new content on streaming services, rather than at box offices. And now, there is an accelerating trend of watching movies on direct-to-consumer streaming services, rather than at the recently opened theaters.
So, the question arises: what role will movie theaters play in the post-pandemic era? Well, we do not know yet, but from what has recently been occurring, we can predict that there will be a shut down of most theaters in the industry due to the efficiency of streaming services in the comfort of one’s home.
Rather than newer films taking 9 months to hit subscription services like Netflix, Hulu, HBOMax, and more, these films have been taking a range of 0-4 months to hit subscription services, due to the pandemic (1). This means that other competitors within the streaming industry follow suit and premier their content on streaming services, rather than “wasting time” showing their content within theaters. Studies have shown that the viewership on these services have been at the highest rates than ever before, however with the shift back to in-person reality, will the public really want or choose to pay a premium for new movies at the box offices, if their subscription can cover that fee?
Disney’s “Mulan” is an example of a film that was released both in theaters and on streaming services during the pandemic. In fact, Disney chose to premiere the film first at the box office as a way to “mark the return of the movie theater business in the United States”, however it did the exact opposite (2). As a way to come back from this box office failure, Disney tested a new movie release strategy, where they put “Mulan” on its streaming service (Disney+). Rather than allowing free access to the film, as a subscriber who pays $7 each month, Disney charged an additional $30 fee to watch the film.
This led to some uprising amongst the Disney+ subscribers as some felt jipped for having to fork over more money than they already did each month to watch a certain film. Others, though, felt it was a business savvy move, as the movie industry markets are shifting alongside the COVID-19 pandemic. Either way, the price tag that Disney put on “Mulan” might be a more common occurrence within the movie industry now as box offices are receiving less and less viewership within the post-pandemic era.
Other competitors like Warner Brothers have also tested this binary release strategy where they simultaneously released “Wonder Woman 1984” in theaters and on HBO Max. This hybrid release strategy is a shift away from the traditional box office premiering towards streaming services, however how much longer will such producers choose this strategy and completely disregard theaters as a whole?
I guess we will have to wait and see…
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I haven't been to the movies since Covid-19 happened. It used to be a thing to do with friends and family but now I feel like it's not as fun as it once was. I feel like watching a movie in the comfort of your own home is way more appealing in my perspective. The thought of going to the movies is such a nostalgic thing to do now. Covid-19 ran a lot of things out of business and a lot of new businesses had their chance to become something. Our world has changed so much.
Watching movies in a theater and watching them at home are very different experiences for me. I feel that I could never fully appreciate a film with all the distractions and less than optimal setting in my room. However, with the pressure from streaming services, the experience of going out to a film already changes. The movies that got a wide release are always a combination of some big spectacles and weak plot lines. Like Scorsese said, movies are turning into theme parks rides to compete with streaming.
Personally, I have always loved going to the movies on a monthly basis with friends and family. When I don’t want to go out and do something very sociable, I always move towards going to the movies. I do think COVID-19 changed everyone’s views on the movie theater but I still think the ambiance of this activity isn’t the same at home. Movie theaters are just an example of businesses who had to shut down during the pandemic and adapt when allowed to re-work. I wonder how much COVID-19 affected this industry and if they were able to gain back what they lost already.
The COVID-19 pandemic totally changed the dynamic of the movie industry, making films much more convenient and accessible. I agree that less and less people are making the trips to the theaters to watch a movie when they have the choice to watch it on their own couch. However, I do believe that people still enjoy the ambiance of a movie theater and are still willing to go and spend the extra money for it. I know for me personally my close friends, family, and I all continue to make efforts to go see a movie because there is just something different about a movie on a large projector with the extra buttery popcorn :)
I think overall many industries had to adapt and change due to the pandemic. Movie production, marketing, and even the showing industry were one of them. Personally, I love the ability to be able to simply rent a new movie that came out in theaters and watch it in the comfort of my home. I believe it to be the most efficient way to go about watching all the films that are released. However, I do believe there is a certain sense of nostalgia for going to the premiere of a Marvel movie with a movie theater filled with fans who are just as passionate as you are. Overall I loved the post.