Many are wondering about the state of the specialty film theatrical marketplace and how to save it. Talk to people in the industry and you’ll hear the same issues: too few new films, little ma…
Many are wondering about the state of the specialty film theatrical marketplace and how to save it. Talk to people in the industry and you’ll hear the same issues: too few new films, little market research data and theatrical windows so short that, by the time indies get to many art houses, they’re out on PVOD, cutting into box office. Longtime indie film chain Landmark Theatres has a novel idea for how to improve things: half-naked male dancers!at “Cocaine Bear?” Why, yes – on Feb.
The studio’s CEO, Chandra Narisetty, researched the top markets for past Telugu-language hits in Texas, New York, Virginia, California and the Atlanta and Seattle area, staged LED truck campaigns and held out for Dolby Vision screens, charging as much as $40 a seat. According to EntTelligence chief strategy officer Steve Buck, “RRR”’s average general admission price was $24.76, more than double the 2022 national average of $11.75.
The strategy worked: topping out at 695 screens with an average $13.82 ticket price, the film has grossed $16.9 million and counting since Jan. 25. thanks in part to its nine Oscar nominations, is the German “All Quiet on the Western Front.” The Netflix film has been playing in limited release in theaters and on the streamer since October, but because it’s a “four-walled” release, no official box office figures are available.
“One of the biggest problems is [the lack of] a system to tell audiences what’s playing in their town on a timely basis,” says Sony Pictures Classics co-president Tom Bernard. “Theaters need to reach out to their customers in a way that they’ve never done, and that’s by upgrading their marketing machine, data and customer profiles.
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