Three months after Hollywood launched a marketing blitz that proclaimed 'the big screen is back,' the Delta variant of the coronavirus has interrupted cinema's rebound from the pandemic.
“Avid moviegoers are going,” said one distribution executive who asked to remain anonymous. “More casual moviegoers aren't. They are slow to return.”
Studios have shuffled release calendars and postponed some movies multiple times during the pandemic. Industry executives said they expect ups and downs before the market returns to normal. “I think it's going to have its challenges for the next one to two months,” said Chris Aronson, president of domestic distribution at ViacomCBS Inc's Paramount Pictures.surprised with solid second-weekend grosses over the weekend, and animated family filmgenerated more box-office business than expected even though it also streamed on Paramount+. Vaccines have not been approved for kids under 12.
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