Movie theaters are in danger once again. In March 2020, theaters around the world closed due to the COVID-19 pandemic. Theaters slowly opened back up in limited capacity. While there were a few minor box office hits, it appeared that movie-going had changed. Either from fears of the pandemic or being comfortable with viewing films from home, audiences were slow to return to theaters. Yet the release of Spider-Man: No Way Home and Top Gun: Maverick a few months later showed audiences were ready to return. Films like Avatar: The Way of Water, The Super Mario Bros. Movie, Barbie, and Oppenheimer have brought audiences out in droves, and it does seem like the movies are back.
Even before the global catastrophe, theaters were becoming less popular with audiences due to rising prices, online piracy, social media, and the rise of streaming services. In spite of these many challenges, movie theaters continue to persevere. Yet now, with both the WGA and SAG-AFTRA Strikes going on in Hollywood, major studios are delaying films in 2024 instead of coming to an agreement to give the people who make the art they sell proper wages. 2023 fall and holiday seasons might look drastically different and leave theaters out to dry.
Update August 27, 2023: In honor of National Cinema Day, this article has been updated with even more reasons why the movie theater is still so important and worth preserving.
From the nickelodeon to the multiplex, the theater has stood the test of time for over a century. So, is the movie theater still relevant today? Absolutely! There is nothing better than a night at the movies. In August 2022, the National Association of Theater Owners held the first-ever National Cinema Day, which brought out 8.1 million moviegoers with $3 tickets. The second National Cinema Day is held today, August 27, 2023, with $4 tickets. The hope is to draw audiences out to the theaters and remind them of the power of seeing a movie in theaters. Here is why movie theaters still matter.
Scale and Awe
The sheer scale of movie theater screens and sound systems cannot, and should not, be understated. It is one of the main reasons why cinema became so popular in the early twentieth century. The magic of cinema comes from the sense of wonder it creates, and this is easier with an oversized crystal-clear silver screen. Movie directors use cameras specifically made to create images for massive screens, they compose shots and mix sound for the specific movie theater experience.
While you can certainly watch films on your laptop or even a big home theater, you cannot replicate the experience of a true cinema palace (unless you happen to be a millionaire). There are days when a laptop and a bed are sufficient, but for those times when we want to have a truly immersive aesthetic experience, there is no substitute for the movie theater, which makes the difference between just watching a movie and truly appreciating it.
High-format screens have now become in demand for theaters. Christopher Nolan's Oppenheimer has had record-breaking holds thanks to IMAX, as it is the preferred format to see the film in. Dune: Part Two was supposed to have the IMAX screens for six weeks in 2023, but with it delayed, those screens will now go to The Marvels. Dolby screens are another great format to experience movies, offering the best sound for full immersion. With Oppenheimer occupying IMAX, Tom Cruise notably tried to secure Dolby screens for Mission: Impossible - Dead Reckoning Part One to make up for the loss. Barbie has been playing incredibly well on standard and Dolby screens.
One also can't forget to mention 3D. While 3D certainly isn't as popular as it was immediately following Avatar in 2009, audiences turned out in droves to see Avatar: The Way of Water in 3D. If one didn't see Avatar in 3D, did they really see it at all? These are special moments that can only be seen in theaters.
Communal Watching Experience
There is something fantastic about hearing hundreds of people laugh at the same time or seeing someone yell at a fictional character, or sharing sobs and cries with strangers in the middle of a sad scene. A big part of the movie-going experience is partaking in the communal ritual that it provides to moviegoers. Much like going to church or a concert, movie theaters allow us to have memorable, emotional moments while sharing a public space with strangers.
Sure, sometimes fellow movie-goers can be loud and annoying, but these negative experiences are usually worth it because they also come with the potentially positive feelings of socializing with our communities. In a world of individualism and isolation, the movie theater is one of few public places left for people to share some time with strangers and learn more about their perspectives, even if you do need to wear a mask.
During the COVID-19 pandemic, a clip of an audience reacting to the climactic scene of Avengers: Endgame became a viral sensation. It reminded everyone of the joys of the shared communical experience and how seeing a movie with a large crowd can enhance the experience. Spider-Man: No Way Home is still a great movie, but wasn't it better seeing it with a big crowd of people to cheer when Tobey Maguire and Andrew Garfield came on screen? That is a magic that can't be replicated at home.
Concession Snacks
Overpriced and sometimes stale concession snacks are perhaps the most controversial aspect of movie theaters. Why spend twenty dollars on popcorn and a soda when you can eat better food at home for a fraction of that price? While buying movie snacks may not be the most rational decision, there is something wonderfully unique about movie popcorn and drinks. Maybe it's the old-school machines or the ratio of salt and butter to popcorn, but you simply cannot replicate the experience at home, which is probably why some movie theaters even sell their snacks on delivery apps, as Thrillist reported.
The same goes for canned and bottled soda, both of which pale in comparison to their fountain counterpart. What really makes concession snacks great, however, is the feeling of splurging on yourself and living the full movie experience as you munch away while watching an action blockbuster or an all-star rom-com. M&M's, much like heartbreak, M&M's feels great in a place like this.
Making Memories
Movies seen in a theater have a special way of making memories. Sure, most people see movies on television or at home, and they are still special. But likely everyone remembers the first movie they saw in theaters. Or the first movie they were really excited for? Maybe a great memory of seeing a movie with a loved one or a family member. The thrill of seeing a summer movie together with everyone while school is out or when the whole family is gathered at home for the holidays, a trip to the theater to relax after a big holiday meal is a good way for everyone to feel involved. They can be reminders for people who are no longer with us, and the memory of seeing a movie with that person can keep them alive in one's memory in a special way.
Movies, and by extension, movie theaters, can create memories that last forever. There will probably be a whole generation of young kids who remember going to see The Super Mario Bros. Movie or Barbie in a theater with their parents. With the MCU now 15 years old, so a 13-year-old who saw Iron Man could feasibly take their own kid to The Marvels this Thanksgiving. It is a tradition that is passed on and is worth preserving.
Escaping the Mundane
Whether you're going on a first date or just spending some time by yourself, the movie theater is the perfect place for anyone who needs a break from normal life. Every time you walk into a movie, you make a conscious decision to tune out the world, stop checking your social media, and disconnect from the harshness of reality for a couple of hours. The escapist thrill of going to a movie theater experience is hard to imitate at home, perhaps even impossible. There is only one way to describe it.
"We come to this place, for magic. We come to AMC theaters to laugh, to cry, to care. Because we need that, all of us. That indescribable feeling we get when the lights begin to dim and we go somewhere we've never been before. Not just entertained, but somehow reborn together. Dazling images on a huge silver screen. Sound that I can feel. Somehow, heartbreak feels good in place like this. Our heroes feel like the best part of us, and stories are perfect and powerful...because here, they are."
The Nicole Kidman ad has become iconic for a reason. It is sincere and touches on something that is magic about the movies and puts it into words. These are all sensations that everyone has felt but never could put into words. It might be specifically for AMC, but it now has come to represent all theaters. This ad has become more than an ad; it has become a true cultural landmark and one that has spoken to an entire generation and probably has done more to sell the magic of movies than anyone has in recent years.
A movie theater is a perfect place for those nights when you want to leave the house, but you don't want to party until dawn or spend hundreds of dollars at a fancy restaurant or bar. It's an entertaining and immersive activity to enjoy with friends, family, dates, or alone. On top of that, you get to watch a movie right when it comes without having to wait for it to hit streaming services. What beats the thrill of seeing a new film before everyone else spoils it on social media? What is more helpful to the movie industry and to small businesses than paying to see a film at an independent theater? What other art form is so immersive, collective, entertaining, and available within a few miles? Movie theaters are essential to art, culture, and the cinematic experience, and hopefully, they remain that way.