Morning Consult offers an interesting overview of the cross-currents pushing around the business of motion picture exhibition. First and foremost, a large majority of consumers remain concerned about the health risks of going to a movie theatre. Ironically, those consumers are much more at ease shopping at a supermarket or retail store, or even dining out at a restaurant. Another important factor is that exhibitors have limited films choices to play that would lure customers back to their theatres. How eager would people be to go to a restaurant if they could only order leftovers? But help is on the way, with the imminent rollout of the coronavirus vaccine and Hollywood beginning to loosen up its embargo on releasing new films to theatres. At this point, the trick for exhibitors is to hold out long enough to be around when the recovery hits. Theatre owners are hopeful that government will come through with disaster relief and that their investors and landlords will be equally understanding to help them survive.