Is the end of cinema truly nigh? Just a few years ago, such a notion would have been laughed off as nonsense, but as ticket prices have steadily increased while the overall movie theater business has tanked, it’s become a legitimate question.
The cinema industry has had its ups and downs before, but the current downward trend looks like it could be permanent. For generations, movie theaters have enjoyed a virtual monopoly - anyone who wanted to see a new film when it came out pretty much had to do so at a theater. However, with streaming services like Netflix and Amazon Prime along with various On Demand outlets, that monopoly no longer exists.
People still love watching movies, but even when they actually go to a theater, the multitude of discount movie-viewing options like Moviepass have created a cutthroat market traditional movie theaters might not survive. Unless theaters can rapidly innovate, there’s a very good chance future generations won’t understand what it means to “go to the movies.”
One doesn’t need to dig too hard to find the primary reason movie theaters are rapidly becoming less profitable - people are simply buying fewer tickets than they were before.
The domestic box office hit a 25-year low in 2017 pulling in roughly $1.2 billion in ticket sales. Attendance continued to decline through the first quarter of 2018, despite Earth-shattering hits like Black Panther and Avengers: Infinity War.
There are a number of factors influencing this drop in admissions, but it’s clear theaters aren’t having an easy time drawing in movie-goers.
The downward trend in ticket-purchasing is a compounding problem for movie theaters, as they only receive a percentage of ticket sales to begin with. When you purchase a ticket, the majority of your money goes to the studio that produced the film. Theaters often take in as little as 20% of the revenue raised by films from major studios, and that drops even lower during opening week when studios bring home up to 90%.
Theaters rely on mass quantities of ticket sales to see a real return, and this has often been cited as the reason why concession food is so overpriced - theaters need to maximize concession sales in order to turn a profit. However, fewer ticket sales directly translates to fewer concession sales; a core issue threatening the future of theaters.
Some theaters have decided to diversify their business strategy in an attempt to survive the decrease in customer interest. After several disappointing quarterly reports, Cineplex decided to open a series of standalone arcade-bars called Rec Rooms in 2016, but its still unclear whether this venture will pay off in the long run.
Theaters have also tried to offer a more diverse range of movie-going experiences, including special live events, VIP rooms that serve alcohol, and 3D or 4D options, albeit at a higher price. Through these additional revenue streams, theaters are pulling more money out of each customer. While all these premium options can help theaters bring in more money, there's still the core issue of low ticket sales to contend with.
By far the largest factor in the downward trend in ticket sales is the increasing prevalence of streaming services. Going out to the theater requires a lot of comparative time and energy, and many individuals have found they prefer the comfort and ease of Netflix.
While Netflix is probably the name most frequently cursed in the offices of Cineplex and AMC, they’re only the most prominent of a burgeoning streaming market that includes Hulu, Amazon Prime, and HBO Now. Audiences have quickly become familiar with the notion of having new-ish movies delivered to their living rooms with minimal effort, and their motivation to get out and see brand new films in theaters has suffered because of it.