HOWS.A. theaters are competing with streaming services
Warner Bros.’ decision to release “Wonder Woman 1984” and its 2021 movies to theaters and HBO Max simultaneously makes sense to Rob Lehman, chief operating officer for Santikos Entertainment.
“We’re not happy about it, but we understand,” said Lehman, who noted that Warner Bros. has shareholders to answer to and it’s been a rough year for most businesses financially because of the COVID-19 pandemic. “It bothered us a little that they say they think it’s going to continue through all of next year. Maybe six months from now, Warner Bros. may come out and say ‘We’re going to change up some things.’ ”
Santikos and other chains have come up with a few ways to try to persuade moviegoers to venture out for “Wonder Woman 1984,” which opens Christmas Day.
Santikos cooked up a puckish marketing campaign for social media in which they plunked down a
55-inch home screen in front of “the largest screen in Texas,” the 3,500-square-foot screens in two auditoriums at its Casa Blanca theater, to point out the difference.
Alamo Drafthouse will hand out slap bracelets for opening weekend while supplies last.
And at EVO Entertainment in Schertz, fans who turn out for “Wonder Woman 1984” will get a
coupon for free admission to Six Flags Fiesta Texas. In addition, peckish souls whowant to venture beyond popcorn and a soda can order three menu items created specifically for the movie: a Paradise Island pizza, including grilled chicken, basil, mushrooms and bell peppers; a Lasso of Truth cocktail, which is a rum punch; and a Dreamshake, a vanilla milkshake with strawberry sauce and chunks of cheesecake that can be made with or without alcohol.
“It’s really just getting back to what we know and love and creating a really awesome experience,” said Mitch Roberts, CEO of EVO.
Advance ticket sales at all three chains have been going well.
“We’re quite pleased with the sales so far,” said Tim League, founder of the Drafthouse. “We’re not back to normal, but we’ve been open for quite a while now, and I think people that have gone have realized how seriously we take the safety precautions.”
“Wonder Woman 1984” is the biggest studio movie to open in theaters since “Tenet” in August. Christopher Nolan’s time-bending spy movie has grossed about $58.9 million since then, likely less than it would have made in its opening weekend had the pandemic not depressed attendance.
All three movie theater chains also offer patrons the opportunity to rent an auditorium to watch a movie with family or friends.
Drafthouse customers who want to take that experience up a notch or two for “Wonder Woman 1984” can opt for a VIP screening, which includes a special menu.
Other big movies opening this weekend include “News of the World,” the Tom Hanks-starring drama adapted from Hill Country author Paulette Jiles’ 2016 novel set just after the Civil War; and the big-buzz revenge thriller “Promising Young Woman.”
In addition to touting new releases, the chains have emphasized the safety measures they have put in place, including upgraded sanitizing procedures, mask requirements, the ability to preorder snacks via apps, and exit strategies to help patrons spread out as they leave.
“We want people to feel as normal as they can wearing masks,” Lehman said. “The popcorn has not changed over the last eight months, the cold soda has not changed; if you want a beer or a drink our bars are open.”