A study released by The Cinema Foundation and The Quorum demonstrates there is a high interest among moviegoers for non-traditional programming in movie theatres. Non-traditional programming, also known as “alternative content,” maintained steady growth prior to the pandemic but saw tremendous growth as movie theatres began re-opening and available films were scarce. With holes in the release schedule, movie theatres turned to alternative content to fill those gaps and lure patrons back into their theatres.
Examples of alternative content include streaming live concerts, live or pre-premiere television shows, Opera performances, in-theater cooking events and E-sports. In addition to these types of events, there is also an increased interest in “repertory” titles. Nostalgia plays a key role in theatres setting up special screenings of older films and is a great way to introduce younger moviegoers to beloved and important films the way they should be seen, on the big screen.
One thing is clear, alternative content is essential in bringing patrons back to the theatres, reaching audiences traditional films may not attract, and will continue to grow as theatres explore all available content.
The executive summary of the study is below.
Click here to access the full report through the national NATO website.
