This summer, in fact, audiences in North America went back in droves, with ticket sales numbers of well over $3 billion. Yet Americans are not ready to give up on movie theaters. 1 movie of the year so far - and audiences flocked to it in droves this summer. The reasons are abundant and overlapping: streaming, the pandemic, and the sometimes-abysmal experience some theaters provide. I probably don’t need to tell you that the movie business is hurting, and theaters are getting the brunt of it. National Cinema Day - which could become an annual thing akin to Black Friday, if it works out well - feels like a harbinger of … well, of something. (The beach beckons.) But it’s hot outside, and it’s a holiday, and the cheaper ticket could be a good enticement to build moviegoing into your Saturday plans. September 3 is the Saturday before Labor Day, which has long been a dismal weekend for box office revenue.
And it could be a smart move for theaters, too. The move is kind of a nice one if nothing else, it’s a good incentive to take a risk on a film you wouldn’t see in a theater otherwise. More than 3,000 theaters (which means over 30,000 screens) will be participating in the $3 ticket deal, which includes chains like AMC and Regal as well as art house theaters, and the major movie studios have bought in as well. The discount day was announced by the Cinema Foundation, which is the nonprofit arm of the National Association of Theater Owners, a trade organization for all the major theater chains in America plus hundreds of independent theater owners. That does mean moviegoing is still just about the cheapest option for a night out, especially if you don’t succumb to the fragrance of slightly burned popcorn. Three dollars is a considerable bargain the average movie ticket price in America has been hovering around $9 for about five years, and if you live in a major metropolitan area, you can pay double that. And with it comes a window into what’s going on with movie theaters. But this one comes with a bonus: On Saturday, September 3, in 3,000 movie theaters across America, you can get a movie ticket for just $3.
“National Cinema Day” sounds like another made-up holiday designed for meme-posting, like National Twin Day or National Dog Day or National Bubble Wrap Appreciation Day.
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