By Kayla DeKraker
Is there anything better than popcorn, a movie and spending time with your favorite person? A campaign sponsored by Fandango called “Date Night @ The Movies” hopes to get couples back in theaters later this month.
Taking place on Aug. 22, participating theaters will offer special deals on drinks, snacks and popcorn for groups of two.
“‘Date Night @ the Movies’ is a celebration of the long-lasting memories we create and share at the cinema,” said Mike Bowers, Chair of The Cinema Foundation. “This one-night only event is all about enjoying the big screen with someone special, whether it’s your partner, best friend, new friend, family member or movie-loving plus one.”
This isn’t the Cinema Foundation first attempt to get people back into theaters. In January, they hosted “National Popcorn Day @ The Movies,” were moviegoers could snag discounted popcorn, unlimited refills and other perks.
In April, the foundation presented “Sneak Peek Showcase @ The Movies,” and in November, they’ll host “Family Day @ The Movies.”
While “Date Night @ The Movies” isn’t geared towards any particular film, THE FANTASTIC FOUR: FIRST STEPS and SUPERMAN will still be in theaters at that time, both of which offer redemptive, pro-life storylines.
As streaming continues to boom, many in the industry question the longevity of movie theaters as a whole.
Related: Are Movie Theaters On Their Way Out?
In March, Netflix co-CEO Ted Sarandos said that all nearly all entertainment mediums have recovered from COVID — except for movie theaters.
“Nearly every live thing has come back screaming,” he said. “Broadway’s breaking records right now, sporting events, concerts, all those things that we couldn’t do during COVID are all back and bigger than ever.”
But, he added, “The theatrical box office is down 40 to 50% from pre-COVID, and this year is down 8% already, so the trend is not reversing. You’ve gotta look at that and say, ‘What is the consumer trying to tell you?’”
Others think theaters will stick it out, but they’ll become more “niche.”
“I think there is a future for theaters, but it will necessarily be a smaller, more boutique, more niche — and likely more expensive experience,” said entertainment journalist Matt Belloni on “The Town” podcast.
He continued, “This whole notion with when movies started in the ’20s and ’30s, it was for everyone. It was the populist art. If you had a quarter, you could go to the movies. I don’t think that’s gonna be the case.”
So are movie theaters a struggling business? Time will tell, but experiences like The Cinema Foundation’s “@ The Movies” events will hopefully keep people coming back.
Read Next: Celebrate National Popcorn Day with Movie Theaters
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