In an era dominated primarily by streaming In an era dominated by streaming services and limitless on-demand options, the value of movie theaters and the theatrical experience is increasingly being questioned.The cinema industry is struggling more than ever to maintain their operations with a shrinking theatrical window and a hostile consumer prompt to rent a film or log on to their streaming service of choice before making the trek out to their local movie house. Like most industries, the movie business was hit hard by the closure of theaters during the COVID-19 pandemic, and as a result, many studios opted to send films slated for theatrical release straight onto streaming. Months later, when theaters slowly started to reopen in limited capacity, major studios started their lobbying efforts to shorten release windows to give cautious audiences still fearful of the pandemic options to watch sooner.
The proposal was met with major pushback from theaters fearing that their business would be negatively impacted if audiences knew the latest film would be soon released onto the digital marketplace. But soon, AMC caved and agreed to shorten the window on July 17, 2020 and Cinemark did the same on November 20, 2020. This was necessary for the movie industry because in the absence of audiences in theaters, studios still needed audiences to watch. Today the crisis has subsided, but the changes made have seemingly left a lasting impact: theatrical windows have permanently changed, and audiences are used to the conveniences of movie watching at home. This has been compounded by the struggles already faced before the pandemic with rising prices and online piracy.
Theaters look to be on their last leg, but movie houses continue to offer an important service for the film-watching experience. There’s something to be said for watching a movie on a big screen towering three stories high above you. It’s one of the reasons theatres became as popular as they did in the early twentieth century. The magic of cinema comes from the sense of wonder it creates, and one of the ways this can be achieved is through a clear and grand screen. Movie directors use various types of cameras specifically designed to alter and enhance the viewing experience. There are times when the home television or an iPad in bed may suffice for movie watching, but for those looking for an immersive, all encompassing and aesthetic viewing experience, cinemas are the only places that can hope to provide. There’s really no substitute for the theatre, and it’s the difference between just watching a film and truly appreciating it as it is.
Christopher Nolan’s biopic “Oppenheimer” is a leading modern-day example of this difference. And audiences showed up. You can’t replicate the feeling, the sound, the experience of seeing and hearing the atomic blast scene in a theater. Nolan, who has long been a cheerleader for moviegoing, saw his film break records. IMAX had its best month ever, grossing $176 million during July of 2023, and the film ended up grossing $329.9 million dollars domestically and $975.59 million worldwide.
High-format screenings and special offerings have become increasingly popular. While basic formats like 2D and 3D remain common, there are also options like IMAX. Admittedly, IMAX isn’t anything too special on its own—it’s essentially just a larger-than-average screen, and the quality often varies depending on the theater chain branding their big screen as IMAX. However, when you find a true IMAX theater and experience a film shot with specialized IMAX cameras, like the aforementioned “Oppenheimer,” for example, that’s when it becomes something special.
On the other hand, there are formats like 4DX and D-Box that immerse you in the film experience. These use motion-activated seats, and in the case of 4DX, effects like water, wind, rain and smoke are added to really make you feel as if you’re in the shoes of the main characters. Imagine watching a film like “Twisters,” a film centered around a group of Oklahoma storm chasers investigating tornado outbreaks, in a format like that!
In addition to IMAX, 4DX and D-Box, there are over a dozen other premium formats across various theater chains, including Dolby Cinema, ScreenX, Cinemark XD, Regal RPX, Prime at AMC and more.
I haven’t always been on board with this perspective. In fact, I used to despise movie theaters, seeing them as just places to watch the latest action or superhero film. However, working at my local cinema has changed my view and opened my eyes. It’s not just a place to watch a movie; it’s a full experience that can’t be replicated at home. From the moment you step inside, the smell of fresh buttery popcorn, hot dogs, and pretzel bites fills the air as you walk down the dimly lit hallways into the dark theater. And the popcorn itself just doesn’t taste the same anywhere else.
There’s something irreplaceable about watching a film in a packed auditorium—whether immersed in the grandeur of IMAX, thrilled by the action of 4DX, or simply enjoying a movie with friends, it’s an experience that sets theaters apart. Even in the streaming age, there are certain films and moments that can only be fully realized on the big screen.
