That cinema is going through a critical moment, at least in its traditional aspect, seems beyond any doubt. There are so many failures at the box office that are going on in a chain (including superhero movies or big productions like Furiosa), that the strange thing is starting to be the opposite: that a film meets expectations and is more or less economically profitable.
What can be done to reverse the solution, if that is even possible? That is a question that many production companies are surely asking themselves at the moment, when selecting which projects should or should not see the light of day in the coming years. However, There is a company that proposes a solution, and it has little to do with the type of film being made.
Box office problems, cinema is sinking
Maybe it would be a good idea to ask yourself the following question: How long has it been since you went to the cinema? If the answer is a lot, you should know that you are not an isolated case. The main problem that cinema suffers does not seem to be the competition from streaming platforms like Netflix or Amazon Prime Video (and they also have their own thing, by the way).
Many people think that one of the main problems why people no longer go to movie theaters is a lack of creativity. For more or less a couple of decades, Hollywood has shamelessly opted for a franchise-sequel concept for which releases seemed to be planned at least in threes (see superhero movies, for example).
However, many people attribute the situation to another very different phenomenon: human beings are animals of habit. In this sense, the pandemic was a turning point. People had to stop going to the movies as a result of health restrictionsand afterwards, everything seems to indicate that it has not recovered the interest it had before these measures were taken.
Whether for one reason or another (or quite possibly, as often happens in these cases, for the sum of all of them), the situation invites little hope. The film industry must act, and it must act quickly. The big question is: how? Sony is the one that has given the first response and, surprising everyone, has discovered how to fix it: by looking into the viewers’ pockets.
Sony wants to save cinema
The president of Sony Pictures, Tom Rothman, is clear that the problem with cinema is a money problem: tickets are too expensive. “Look at Tuesdays,” the executive said. “Tuesdays are the days that sell the most tickets of the week in the United States. Because? Because they cost half.
In fact, what if the simplest solution was the ideal one to solve box office problems? Rothman, at least, is more than clear, as Film states: “it is simple consumer economics: Lower prices and you will sell more. You will make up for it in volume and concessions”.
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Tags: Sony, Cinema
