Movie theaters are getting creative to appeal to audiences

From anticipated re-releases to expanded screenings in premium formats like IMAX, plus the occasional themed popcorn buckets, here’s what movie theaters are doing to bring audiences back.

We’re in the thick of the pre-summer movie doldrums. While movie theaters are anxious to continue their post-pandemic recovery, the residual impact of 2023 strikes by the Writers Guild of America and the Screen Actors Guild — which halted work on productions for months at a time — is being felt, with several holes in the schedule left by films that pushed their release dates back. There’s hope on the horizon, though: Last summer was a godsend for theaters struggling to restore attendance to pre-pandemic levels, with acclaimed hits like “Barbie,” “Spider-Man: Across the Spider-Verse” and “Oppenheimer.” And there’s the potential for another “Barbie”-sized hit this summer: Sequels to “Deadpool,” “Inside Out,” “Despicable Me” and more successful properties are coming soon. But until then, movie theaters are getting creative to bring audiences in. From anticipated re-releases to expanded screenings in premium formats like IMAX, plus the occasional pricey, curiously themed popcorn buckets, here’s what movie theaters are doing this year to appeal to audiences when the release schedule is sparse. There’s typically a lull in the release schedule in the months following the cutoff for Oscars eligibility. Prestige films are usually held until the fall and early winter so they don’t have to compete for attention with expensive crowd-pleasers, which normally dominate summer. Historically, late winter and early fall have been slow periods for movie theaters because studios rarely release their biggest titles in that time. January, February and September in particular have been nicknamed “dump months” since studios plopped films with questionable box office prospects into those release slots with little fanfare.