The media used to call the moviegoing “glass” half-empty, but now they think it’s shattered.
At least that’s how they’re viewing Disney’s new release plan for BLACK WIDOW (pictured: Scarlett Johansson). Putting it on Disney+ at $30 premium pricing day-and-date with its theatrical opening isn’t great news for exhibitors, but it’s also not sounding a death knell for exhibition.
It makes sense to push BW ahead two months (from 5/7 to 7/9) when U.S. cinemas that now are mostly playing at 25% capacity may be at 50% capacity. With a $200M+ production cost, BW needs the best possible shot at selling tickets abroad. Europe’s grappling right now with another COVID surge, but by early July things, hopefully, should improve.
We know the core audience for Marvel tentpoles loves seeing them on the big screen – especially IMAX. Of course, many people like to stream films at home and have done so throughout the pandemic. The media thinks theatres have lost this audience forever – but we don’t even know how many of them were frequent moviegoers to begin with.
When BW arrives 7/9 expect capacity crowds to make it a mid-summer night’s dream for exhibitors.