To say that the COVID-19 pandemic caused a strenuous time for theater chains would be an understatement, to say the least. Now, with many Americans receiving the COVID-19 vaccine and the release of huge blockbuster films right around the corner, theater chains like Regal, Cinemark, and AMC have loosened mask requirements for vaccinated moviegoers, meaning audiences can go to the movies just like they did before the pandemic.
This news follows the success of A Quiet Place Part II and Cruella over the recent Memorial Day weekend. A Quiet Place Part II was especially lucrative, as it garnered $57 million over the course of the 4-day weekend, with Cruella collecting $26 million over the same timeframe. The latter film's gross may also be notable because of Disney's decision to release the film in theaters and on Disney Plus (for a premium price) on the same day, while A Quiet Place Part II won't be available on Paramount Plus until 45 days after its theatrical debut.
Now, with the confidence that blockbusters are able to succeed, and with huge blockbusters such as Fast & Furious 9 and Black Widow on the horizon, theaters have seized their chance to reopen in full force. Variety reports multiplexes are now allowing vaccinated moviegoers to see movies without a mask. Of course, moviegoers who have not been vaccinated are still encouraged to wear a mask. The new policy on masks applies to Regal, AMC, Cinemark, and other big theater chains, though at participating locations the theater staff will still be wearing masks. The decision by AMC and the other theater chains is in line with the latest CDC guidance.
The return to normalcy for theaters may come as no surprise considering the number of movie trailers released online over the past few weeks. Many exciting titles have released promotional footage, including Marvel Studios' Eternals, Edgar Wright's Last Night in Soho, M. Night Shyamalan's upcoming thriller Old, and many others. With theaters attempting to return to the same prominence they once had, it makes sense that studios would want to release trailers right when audiences are ready to see movies again.
Until recently, the vast majority of multiplexes were closed for months, with theaters reopening to screen films like Tenet and The New Mutants only to close again after many of those films underperformed at the box office. All in all, the return of theaters is a win for audiences, filmmakers, and studios alike. It's good to be back.
Source: Variety