by Donovan Keyes and Caitlin Whitfield —
The film industry is struggling to adapt to the changes in consumers’ preferences for enjoying movies. The coronavirus’s effects on many theatres closed them down for several months, with many not able to recover. This, combined with the rise of streaming platforms, has brought down overall revenue and seemed to ring the death knell for the physical movie theatre space. However, there are now several methods that theatres and production companies are using to attract viewers once more.
The Cinema United “Strength of Theatrical Exhibition” report, released in December of 2025, brought up that 77% of Americans aged 12-74 saw at least one movie in the theatre that year, signaling that Americans still want to view blockbusters on the silver screen. Just a few weeks ago, a Salem, Virginia, movie theater closed its doors for good after five decades.
Production companies are starting commitments to big-screen debuts, and social media campaigns drive younger audiences to the theatre to participate in viral trends. The future of movie theatres may be uncertain, but it will depend on Americans’ desire to interact with the spaces themselves.
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