Many of us have fond memories of going to the movies. Whether it’s the first time you saw “Jurassic Park” and “Avengers” or the first time you got frisky with your significant other on a date, the movie-going experience has always had a certain charm to it. They’re such an indelible part of modern popular culture that it’s hard to envision modern life without them.
Then, a global pandemic hit and suddenly, we have to envision a lot of things we’ve never contemplated before. That includes the place movie theaters have in our culture and society.
Now, I’m not among the doomsayers claiming that movie theaters are doomed, although I can’t fault anyone for thinking that. The news surrounding the movie industry has been grim on an unprecedented level. As someone who often organizes his summer around which movies to see and when, it’s undeniably dire on so many levels.
However, I feel like there’s room for something better to come out of this for theaters. There’s just too much uncertainty to surmise what it is at the moment. I don’t feel that qualified to speculate. Many people much smarter than me already have. I’m bringing this up now because last weekend gave me a taste of what that future might entail.
For me, that future involves a lot less nights when I go to the movies and more nights of me renting a movie at home. That’s what I attempted last weekend. Specifically, I rented the movie “Bloodshot” on Saturday night. While the movie wasn’t exactly a huge blockbuster when it came out, I was still curious about it. Being a fan of comic book movies in general, I wanted to give it a chance.
I’m glad I did. I enjoyed the movie and not just because it was better than the reviews claimed. I enjoyed it because I got to craft my own movie-going experience. I ordered some pizza, bought a six-pack of beer, and had some skittles on the side. I basically created my own mini-movie theater in my living room and I had a genuinely pleasant time.
It also helped that it was much cheaper than going to a theater. To rent “Bloodshot,” I only paid $6. That’s half the price of a regular movie ticket on a weekend. The price of pizza and snacks was considerably less, as well. I probably saved money by just renting the movie and, given the state of the pandemic-hit economy, I imagine there are many more people out there looking to save where they can.
It has me re-thinking how I’ll see movies, even after theaters open up again. My experience with “Bloodshot” has me re-considering which movies I’ll see in theaters and which I’ll rent. I’ll still see big blockbuster movies like “Black Widow” and “New Mutants” in the theaters, but I’m going to be less inclined to see other movies in that setting. I just can’t justify the cost at this point.
That situation could change. I suspect that movie theaters will have to adapt their place in the movie/media complex. I don’t think it can survive solely on the success of big budget blockbusters. I also don’t think that’s good for the industry because it makes movies that bomb much more damaging to studios and theaters, alike. That means less risks, less innovation, and more generic movies made solely to turn a profit.
As much as I love those kinds of movies, there has to be room for innovative movies like “The Blair Witch Project” or “Clerks.” There also has to be a place for the bigger budget movies that Netflix has released. If you need proof of how good those movies can be, check out “Extraction.” It’s a movie that could’ve been another generic action movie in theaters, but works even better as a streaming exclusive.
In the same way Netflix is getting into the big budget movie business, some theaters are expanding beyond movies. Last year, the theater I live nearby played the Super Bowl and several major pay-per-view fights. Only a handful of other theaters did the same. I have a feeling more and more theaters will opt for something like that, if only to get more foot traffic.
The challenge is balancing all these dynamics in a world where people are less inclined to go to theaters and pay bloated ticket prices. I believe there is a way to do that. It’s just not clear what that is. I think there will still be movie theaters in a post-pandemic economy. They just won’t look or operate like they did in 2019.
It’s exciting, but distressing.