National Cinema Day will bring $3 tickets on Sept. 3, capping off a relatively successful summer at the box office after two years of struggle.
“We still are, the movie theater industry, making that big comeback. It’s taken many, many months,” Dergarabedian said. “We’ll probably get back to a more normalized marketplace next summer.”
This summer had about 30 percent fewer major blockbuster movies on the schedule compared with pre-pandemic times, according to David A. Gross, who runs Franchise Entertainment Research, a box office analyst and film marketing consultancy. Gross noted that “Maverick,” “Elvis” and “Thor: Love and Thunder” provided some of the strongest stretches of bankable movies since the pandemic began.He estimated that total domestic box office numbers in August and September will finish 45 percentThe National Cinema Day deal comes at a time when there’s a lull in movie attendance along with a weak movie schedule, according to Gross, whose LinkedIn profile lists a stint as a Twentieth Century Fox marketing executive in the early 1990s.
But the $3 deal is a good way to get more people in movie seats and buying concession stand items, Gross said. The rebound of moviegoing and box office success will depend on movie schedules, which look promising for the months ahead, and time will need to be counted in years, not months, according to Gross.
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