Boxoffice Pro - August 2020

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Industry GUEST COLUMN CAN CINEMAS WIN BACK AUDIENCES AFTER COVID-19 SHUTDOWNS? Homebound moviegoers flock to streaming solutions—but don't count movie theaters out BY DEBBIE STANFORD-KRISTIANSEN, CEO, NOVO CINEMAS The worldwide closure of cinemas in the wake of the global battle against the spread of coronavirus and the confinement of millions around the world to their homes has led to an unprecedented increase in the use of streaming services. The enormous appetite for streaming content among homebound audiences has led some to question whether cinemagoing will be a thing of the past once Covid-19 is consigned to history. At Elan Entertainment, owner of Novo Cinemas, we believe the answer to that question is an empathetic no, and we point to lessons from the past, when the survival of moviegoing was also subject to debate. The fact is that cinemas and moviegoing have proven over the years to be nothing short of super-resilient. When TV first arrived in peoples’ homes, many predicted that the days of the big screen were over. They were proved wrong. Later came videos and DVDs—and again the doom-mongers were at work, predicting the demise of the movie theater. Yet again, however, news of cinema’s supposed death proved greatly exaggerated. Not that the cinema industry ignored these threats! The industry was aware, and concerned, about them. What did change was that the cinema sector upped its game, luring audiences out of their homes with vastly improved services and investments in delivering a more compelling experience. In came bigger and more luxurious seating; foyers, which turned into social meeting points for friends to share a drink or meal selected from wider and more exciting menus; the immersive Imax experience and a much faster supply chain bringing blockbusters to market worldwide immediately upon a film’s release. Now comes the supposed threat of streaming services. Again, we are not ignoring the impact of streaming— figures show that, worldwide, over just one weekend of the Covid-19 shutdown, streaming-service subscriptions jumped 13 percent. Streaming is popular, and the cinema industry must continue to invest and innovate to maintain and build on its own popularity. Streaming popularity, however, doesn’t mean people will be less inclined to go to cinema once the crisis is over. In fact, a recent study from EY’s Quantitative Economics and Statistics Group (QUEST) found that people who go to movies also more frequently watch streaming content than those who go to cinemas less often. The study found, for instance, that those who visited a cinema nine times or more over the past year consumed more streaming content than those who visited only once or twice over the same period. Those who saw nine or more movies at the cinema averaged 11 hours of weekly streaming compared to the seven hours of streaming reported on average by those who went to the movies just once or twice. This leads us to think that the two entertainment forms are complementary, rather than competitive. Cinema will survive, indeed thrive, in the post Covid-19 era as people look to make the most of the freedom and opportunity to get out and socialize. Cinemas are great places for families and groups of friends to enjoy immersive big-screen experiences together. The EY Quest survey confirmed cinemagoing as a favorite among teenagers. Those who responded to the survey and were between the ages of 13 and 17 reported going to an average of 7.3 movies a year while consuming 9.2 hours of streaming content each week—the highest of any age group. Post-crisis, those much-anticipated movie releases that were put on hold will flood into cinemas, creating a worldwide rebound film fest. Crowd pullers that had their release dates postponed will be back. These include the latest Bond movie, No Time to Die, which has had its release pushed back to November; the animated comedy Peter Rabbit 2: The Runaway, initially planned for a spring release and will now hit our screens at the end of August; and the ninth installment of the The Fast & the Furious franchise, which will now be released in April 2021. But it’s not just superb movies that audiences can look forward to and that will keep bookings buoyant—it’s the continuously evolving cinemagoing experience that will soon take another leap forward, leveraging the latest technological developments such as artificial intelligence, virtual reality, and the arrival of 4-D theaters. Ultracomfortable bespoke cinema experiences will be the norm, making a visit to the movies an even greater time out and an engaging social experience that streaming just can’t replicate. The experience will also likely benefit from the introduction of 38 August 2020
Photos courtesy Novo Cinemas complementary attractions like e-sports and gaming, with their appeal to younger audiences. At Elan Entertainment, we are confident of a post-Covid-19 cinema resurgence. Novo Cinemas has been delivering a great time out to Persian Gulf audiences since 2014, and we have experience to call on. We have pushed boundaries, pioneered change, and consistently striven for the new and next big thing—and this modus operandi will continue. We have introduced evolutionary technologies throughout the Middle East and North Africa (MENA) region. Our guests choose from 2-D, 3-D, 4-D, and Imax with laser; benefit from online booking, e-kiosks, and the first cinema-dedicated mobile app; and enjoy luxury seating and the latest food and beverage trends. After Covid-19, theaters will be destinations not just for the latest international blockbusters but also “Streaming is popular, and the cinema industry must continue to invest and innovate to maintain and build on its own popularity.” for regional premieres and preview screenings, as well as alternative content such as live boxing, cricket and football matches, performing arts masterpieces, and a wide range of stunning Imax documentary films. Evolution and innovation were hallmarks of the cinemagoing experience before we had ever heard of the coronavirus. They are values that will characterize the post- Covid era as well. Streaming is here to stay—but the credits are far from rolling on the cinema experience. August 2020 39
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Boxoffice Pro - August 2020

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