Theaters beg studios to release blockbusters
NEW YORK (AP) — A long time ago in a PRECOVID universe far, far away, blockbusters opened around the globe simultaneously or nearly so. In 1975, “Jaws” set the blueprint. Concentrate marketing. Open wide. Pack them in.
Since then, Hollywood has turned opening weekends into an all-out assault. Staggered rollouts still happen, of course, but the biggest films are dropped like carpet bombs. Anything less risks losing the attention of moviegoers. Global debuts north of $300 million became commonplace. Last year, “Avengers: Endgame” made well north of $1 billion in a couple days.
Hollywood has now gone more than four months without a major theatrical release. While some films have found new streaming homes, the biggest upcoming ones — “Tenet,” “Mulan,” “A Quiet Place Part II” — remain idled like jumbo jets on the tarmac. The leading chains are still shuttered. Recent coronavirus spikes have forced release dates to shuffle and chains to postpone reopening to August.
Now, movie houses say that despite far from ideal circumstances, it’s time for new movies. Four months of near zero revenue has brought the $50 billion annual business to its knees. While the beleaguered restaurant industry still has takeout and airlines continue to operate with masked flyers, the vast majority of U.S. movie theaters haven’t punched a single ticket since March. Some have turned to selling popcorn curbside.
“The problem is, we need their movies,” says John Fithian, president and chief executive of National Association of Theater Owners. “Distributors who want to play movies theatrically, they can’t wait until 100% of markets are allowed open because that’s not going to happen until there’s a vaccine widely available in the world.”
“The old distribution models of big blockbusters,” adds Fithian, “need to be rethought.”
That may mean returning to a more old-fashioned release pattern, opening films overseas first and, in the U.S., opening at different times in different areas. When Warner Bros. earlier this week announced it was delaying the release of Christopher Nolan’s “Tenet” because of the rise in cases, Warner Bros. Pictures Group chairman Toby Emmerich said the studio is “not treating ‘Tenet’ like a traditional global day-and-date release.”
Right now, the biggest movies are getting further away, not closer. AMC, the world’s largest circuit, on Thursday delayed its reopening from the end of July to mid-tolate August. After “Tenet” earlier this week postponed indefinitely, Disney’s “Mulan” followed suit Thursday. Disney also pushed back numerous releases, including films in the “Avatar” and “Star Wars” franchises, back by a year.