With the vaccine becoming readily available to any adult that wants it in the US, it’s time for movie theaters in North America to attempt a comeback. And to help, the National Association of Theatre Owners (NATO), the Motion Picture Association of America (MPAA), and other Hollywood executives are joining forces with Matthew McConaughey to let the public know that “the big screen is back!”
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With about a month before Memorial Day weekend (the unofficial kickoff to Summer Movie Season), it’s time for theaters to really attempt a comeback if they want to stay open after a year of being essentially closed. And to help notify the general public that movie theaters are safe and open (for the most part), McConaughey appears in a new campaign ad and introduces a sizzle reel of some of the big films coming this year to theaters. In addition to the clips from upcoming films, there are also interstitial moments featuring real cinema employees explaining why they love watching films on the big screen.
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This is clearly an attempt to kickstart moviegoing for the general public before the summer films arrive. With studios now seemingly content with debuting films en masse, theaters around the US (and the world) can better prepare for what is expected to be an increase in ticket sales and a march towards some sense of normality. We’ve already begun seeing flickers of life with the debuts of “Godzilla vs. Kong” and this past weekend’s “Mortal Kombat” delivering decent, if not great debuts. And with a summer highlighted by new releases such as “F9” and “Black Widow,” there are high hopes that cinemas will be able to thrive once again.
Of course, there are still a number of questions that need to be answered before we celebrate the triumphant return of cinemas in the US. First, major cities such as New York City and Los Angeles need to relax their occupancy requirements if those cinemas are going to succeed, and we still aren’t completely sure if people are ready to rush back to the big screen just yet. Regardless, this marketing campaign is the first (much-needed) step in the right direction for cinemas if they want to spread awareness that they’re open for business.
You can watch the new ad below:
