There\u2019s something to be said about harnessing the power of a fan base to drive people to theaters. Look at Swift\u2019s last theatrical appearance \u2014 2023\u2019s \u201cTaylor Swift: The Eras Tour\u201d made about $180 million domestically and brought in more than $261 million worldwide, making it the highest-grossing concert film of all time.<\/p>\n
As she did with the \u201cEras Tour\u201d film, Swift bypassed the typical Hollywood system and worked directly with AMC Theatres Distribution to release \u201cThe Official Release Party of a Showgirl.\u201d The film played at all of AMC\u2019s 540 locations and also showed at other theaters such as Cinemark and Regal.<\/p>\n
The unconventional release was welcome news for theaters, which have struggled to bring in crowds as they did before the pandemic<\/p>\n
\u201cOn behalf of AMC Theatres and the entire theatrical exhibition industry, I extend our sincerest appreciation to the iconic Taylor Swift for bringing her brilliance and magic to movie theatres this weekend,\u201d AMC Chief Executive Adam Aron said in a statement. \u201cHer vision to add a cinematic element to her incredible album debut was nothing less than a triumph.\u201d<\/p>\n
The film\u2019s success is another reminder of the value of nontraditional, alternative content for theaters at a time when they need to employ fresh strategies to lure younger audiences to the multiplex.<\/p>\n
As the number of movies released by studios has decreased, theaters are on the hunt for content to put on their screens. Lately, that\u2019s ranged from episodic streaming series like \u201cThe Chosen,\u201d<\/a> which chronicles the life of Jesus, to concert films, opera performances and anniversary screenings of hits<\/a> such as \u201cThe Sound of Music,\u201d \u201cJaws\u201d or \u201cBack to the Future.\u201d<\/p>\n It\u2019s a business that really took off after the pandemic. Distributor Fathom Entertainment has specialized in this kind of nontraditional content for more than 20 years, but it is now seeing increased interest in these types of titles, particularly anniversary screenings, which now tend to make up between 20% and 40% of the company\u2019s annual revenue.<\/p>\n Providing these kinds of titles is a way to mitigate the uncertainty of the film business, where there can be highs driven by hotly anticipated releases and lows when there\u2019s little in the lineup.<\/p>\n \u201cOur bread and butter is, and has continued to be, the big studio releases,\u201d said Daniel Fastlicht, chief operating officer of the Lot, a luxury dine-in theater chain based in La Jolla with four locations. \u201cWhat we want to see more than anybody is more content. But if that doesn\u2019t happen, we still need to fill our auditoriums with people.\u201d<\/p>\n All of the Lot\u2019s theaters had at least one or two screens showing the Swift film, and the atmosphere was light, with people singing and dressing up, including a few in Travis Kelce jerseys, said Marcos Sayd, director of operations. He noted that alternative content helps their theaters fill the less-scheduled holes in their calendar. In addition to the Swift release, the Lot also programs local documentaries and films, as well as one-off events such as the Newport Beach Film Festival to draw audiences in. <\/p>\n And they\u2019re not alone. Other theaters have been looking to position themselves as gathering places for communal experiences, whether that\u2019s to celebrate T-Swift fandom, sing and dance to \u201cKPop Demon Hunters\u201d or collectively scream at a horror movie. Will the post-pandemic zeal for connection repopulate theaters again? Only time will tell, but the popularity of Swift\u2019s latest film is a positive sign.<\/p>\n You\u2019re reading the Wide Shot <\/p>\n Samantha Masunaga delivers the latest news, analysis and insights on everything from streaming wars to production \u2014 and what it all means for the future.<\/p>\n By continuing, you agree to our Terms of Service<\/a> and our Privacy Policy<\/a>. <\/p>\n Stuff we wroteFilm shoots Number of the week <\/p>\n