Commentary: What superhero can swoop in to save movie theaters?
by Jehoshua Eliashberg, Charles B. Weinberg and Berend Wierenga, Los Angeles Times
Mar 15, 2022
3 minutes
The pandemic hit U.S. movie theaters hard, wiping out about 90% of revenue in the first 12 months of COVID-19 precautions, compared with the prior 12 months. In January of this year, the industry tracking site The Numbers predicted 2022 box office receipts to be $6.8 billion, 60% of what theaters saw in 2019.
And yet, having researched the marketing and economics of movie theaters for decades, we believe there is still money to be made in this business. It
You’re reading a preview, subscribe to read more.
Start your free 30 days