{"id":9108,"date":"2025-05-21T14:53:04","date_gmt":"2025-05-21T14:53:04","guid":{"rendered":"https:\/\/openlab.sps.cuny.edu\/the-kiosk\/?p=9108"},"modified":"2025-10-10T21:32:34","modified_gmt":"2025-10-10T21:32:34","slug":"op-ed-inside-the-post-covid-theatrical-moviegoing-recovery","status":"publish","type":"post","link":"https:\/\/openlab.sps.cuny.edu\/the-kiosk\/op-ed-inside-the-post-covid-theatrical-moviegoing-recovery\/","title":{"rendered":"Op-Ed: Inside the Post-COVID Theatrical Moviegoing Recovery"},"content":{"rendered":"\n<div class=\"wp-block-essential-blocks-advanced-heading  root-eb-advance-heading-w9gzp\"><div class=\"eb-parent-wrapper eb-parent-eb-advance-heading-w9gzp \"><div class=\"eb-advance-heading-wrapper eb-advance-heading-w9gzp button-1\" data-id=\"eb-advance-heading-w9gzp\"><h1 class=\"eb-ah-title\">Op-Ed: Inside the Post-COVID Theatrical Moviegoing Recovery\n<\/h1><\/div><\/div><\/div>\n\n\n\n<p>Michele Schultz || May 21, 2025<\/p>\n\n\n\n<p>In retrospect, moviegoing might have looked like a pretty carefree leisure activity pre-COVID. Picture the scenario of purchasing tickets online or in person at the closest multiplex to watch whatever might be showing. That indulgent trip to the nearest theater pre- and post-COVID will happen, regardless of what has unfolded in previous years and recently within the industry.<\/p>\n\n\n\n<p>Although theaters faced competition from streaming before the pandemic, the industry has yet to recover. Although it was revealed that the worldwide theater revenue reached $21.3 billion, the figure is less than 51 percent of the value recorded in 2019. It is a complicated thing to have a clear response about the recovery in theatrical moviegoing post-COVID-19.<\/p>\n\n\n\n<p>Yes, theatrical moviegoing declined with the popularity of streaming services and a reduced number of theaters. As box office results reveal, cinema attendance is still recovering post-COVID due to the number of ticket sales purchased for each theatrical release, including the revenue earned from concessions.<\/p>\n\n\n\n<p>\u201cI remember box office sales plummeted during the pandemic because no one was going, but once things started settling down, people started going again,\u201d CUNY SPS Communication and Media student Evan Oquendo said. \u201cThe pandemic was only half of the problem! It won\u2019t matter if the film is garbage.\u201d\u202f<\/p>\n\n\n\n<p>Yes, theatrical release went quiet due to reduced capacity in theaters well into\u202f 2021, which post-COVID (Mar 20 \u2013 Nov 26) numbers estimate a higher revenue of $212 million, though for a longer timeframe compared to pre-COVID weekly box office revenue.<\/p>\n\n\n\n<p>\u201cThe \u201ctheatrical release\u201d still plays a role in the movie business, but its position has lessened because of changes in viewing habits,\u201d according to CUNY SPS adjunct Communication &amp; Media professor Andrew Palladino said. \u201c\u201cBig\u201d box office sellouts will draw audiences to the theaters with built-in fan bases target the right audience, which it will results in good box office numbers.\u201d<\/p>\n\n\n\n<p>Statistics predicted that franchise titles at the box office might continue to grow strong in a post-pandemic world. These pre- and post-pandemic box office sellouts, including franchise titles, are successful because these IPs have existing audiences.<\/p>\n\n\n\n<p>Franchise titles draw in a big increase in theater attendance, and independents can also achieve that. It certainly shows theatrical moviegoing is slowly rebooting post-COVID and holds a place in this industry, even if the \u201cdistribution\u201d model has been downsized to not just the last row, but certainly not the first row.<\/p>\n\n\n\n<p>Yes, theaters have a long way to recover, especially when it comes to the profit on ticket sales alone for each theatrical release in addition to the purchase of food and beverages from the kind of theater patrons that will spend that price at the concession stand.\u202f<\/p>\n\n\n\n<p>\u201cTheaters are part of the movie-making and moviegoing puzzle,\u201d Palladino said, referring to how theaters are still in the \u201cfiguring it all out\u201d stage of trying to stay relevant in the business model.<\/p>\n\n\n\n<p>It\u2019s fascinating that it\u2019s taken so long for numbers to bounce back, but one big driver of theater attendance recovery is the \u201ceventification\u201d of cinema, which includes box office hits to indies, genre films, anniversary re-releases, and musical\/concert movie sing-alongs, in addition to everything else.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Op-Ed: Inside the Post-COVID Theatrical Moviegoing Recovery Michele Schultz || May 21, 2025 In retrospect, moviegoing might have looked like a pretty carefree leisure activity pre-COVID. 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