Boxoffice Pro—Q4 2021

families back out to our theaters; it’s a new
market that’s been created. I don’t think
that ordering the tickets, food, and beverage
online will go away. In fact, for us, we’ve
changed our model at Movie Tavern for
example. Now, instead of having servers
take the order, people make their entire
order online and we have a runner take
the food to their seat. The consumer has
enjoyed the ability to do it on their own.
Interestingly enough, it’s improved our
customer service scores. Those are just a few
of the innovations that I think will continue.
You’ve been very outspoken about
the industry’s need to better serve the
Latin American market in the U.S. What
are some of the programs that Marcus
will be implementing for National
Hispanic Heritage Month this year?
When I speak about diversity, equity, and
inclusion (DEI), the inclusion part is the
most important. If you focus on the “I,”
you won’t have to worry about the “D” and
“E.” It’s all about inclusiveness, if you work
on it—you’ve got it. Hollywood has started
doing that and I’m looking forward to
Eternals, which will actually feature some
“Will it be the same that it’s
always been? No, but we still
need that exclusivity. There is
a financial benefit associated
with it for all of us, film
companies and exhibitors. It
is important for all of us.”
Hispanic superheroes, so that’s exciting.
Hispanic audiences represent about 24
percent of the attendance in our industry.
Couple that with the African American
demographic, which represents roughly
16 to 17 percent of the market, and that’s
40 percent of your attendance. And that’s
only ethnic diversity. Female audiences
represent over 50 percent of attendance—
if you’re not paying attention to that,
you’re not taking advantage of chances
where you can connect with consumers.
During Hispanic Heritage Month,
we would normally host CineLatino
[Milwaukee Film Festival], but,
unfortunately, because of where we’re at
with the virus, we’re trying to be as careful
as we can. We’re still going to bring several
Hispanic films throughout that entire
month and connect with the Hispanic
collaborative here in Milwaukee. We’re
doing everything we can to become a little
bit more inclusive. And that, by the way, is
not only the right thing to do, but it’s good
for business. Diverse communities are
important audiences in our social makeup
today that are critical to the long-term
success of our industry.
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Q4 2021
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