{"id":6212,"date":"2026-08-19T17:06:18","date_gmt":"2026-08-19T17:06:18","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=6212"},"modified":"2026-08-19T17:06:18","modified_gmt":"2026-08-19T17:06:18","slug":"it-finally-feels-like-were-back-in-2019-movie-theater-owners-rejoice-over-4-billion-summer-can-the-fall-keep-the-momentum","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=6212","title":{"rendered":"\u2018It Finally Feels Like We\u2019re Back in 2019\u2019: Movie Theater Owners Rejoice Over $4 Billion Summer. Can the Fall Keep the Momentum?"},"content":{"rendered":"
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\n\tB&B Theatres CEO Bob Bagby apologized to his staffers in advance. He was bracing for the opening weekend of \u201cSpider-Man: Brand New Day\u201d and knew everyone would need to work around the clock. That\u2019s no exaggeration: Screenings were scheduled at such odd hours as 8 a.m. and 2:30 a.m. to meet demand.<\/p>\n

Read more \u2018Good American Family\u2019 Renewed for Season 2 at Hulu, to Focus on Lorena Bobbitt Case<\/a><\/p>\n

\n\t\u201cWe were calling managers to add show times and get employees to stay. We just kept selling out,\u201d Bagby recalls. \u201cNobody had Sunday off. It was tough on the team, but they were happy to see the crowds.\u201d<\/p>\n

\n\tBagby, whose family has operated the Missouri-based B&B Theaters for more than 100 years, wasn\u2019t sure another movie would ever replicate the breathless hype of 2019\u2019s \u201cAvengers: Endgame.\u201d After all, \u201cEndgame\u201d debuted to a record-setting $357 million domestically before the pandemic upended everything, and the epic Marvel sequel was an anomaly as the culmination of 23 interconnected movies. So imagine Bagby\u2019s delight when he witnessed a similar frenzy around \u201cBrand New Day.\u201d Audiences of all ages came dressed up as Spider-Man (and doled out high-fives to fellow cosplayers), buying themed popcorn buckets (that promptly sold out) and snapping photos to document the fun. Somehow, someway, \u201cSpider-Man: Brand New Day\u201d eclipsed \u201cEndgame\u2019s\u201d all-time opening weekend record with $360 million in North America. The Tom Holland-led adventure has since generated a heroic $2.078 billion globally.<\/p>\n

\n\t\u201cI spent a lot of time in the theater to just soak it all in,\u201d Bagby says. \u201cIt\u2019s the first time we\u2019ve seen that level of attendance since \u2018Avengers: Endgame.\u2019 I always hoped it would happen again. But it\u2019s been a long time.\u201d<\/p>\n

\n\tFor exhibitor Greg Heckmann, marketing director at California-based Maya Cinemas, the late-summer box office mania was reminiscent of pre-pandemic times for another reason: More than one movie was drawing crowds. Even as people showed up en masse for \u201cBrand New Day,\u201d they also turned out for Christopher Nolan\u2019s Greek epic \u201cThe Odyssey,\u201d with the two blockbusters fueling the biggest collective weekend in box office history.<\/p>\n

\n\t\u201cIt finally feels like we\u2019re back to 2019,\u201d Heckmann says. \u201cTo have the leadup to \u2018Spider-Man\u2019 with \u2018The Odyssey,\u2019 \u2018Toy Story 5,\u2019 \u2018Michael,\u2019 \u2018Project Hail Mary\u2019 and \u2018The Super Mario Galaxy Movie,\u2019 it\u2019s been a march of billion-dollar movies.\u201d<\/p>\n

\n\tFinally, after years of naysayers predicting the end times for the theatrical business, movies are back at the center of culture. For the first time in a long <\/em>time, Bagby isn\u2019t met with blank stares when he\u2019s chatting about the newest releases. With \u201cMichael,\u201d he says cleaning staff barely had time to sanitize between shows because customers were staying to dance through the end credits. Meanwhile \u201cBrand New Day\u201d and \u201cThe Odyssey\u201d are bringing back monoculture, with everyone excited about the same piece of entertainment.<\/p>\n

\n\t\u201cEveryone I\u2019ve talked to has seen one or the other \u2014 or both,\u201d Bagby says. \u201cThere\u2019s a \u2018You gotta see it\u2019 factor. And I\u2019ve spoken to people who have seen \u2018The Odyssey\u2019 more than once, which is a commitment.\u201d (Nolan\u2019s epic is nearly three hours.)<\/p>\n

\n\t\u201cThe Odyssey\u201d has been a sensation in its own right,\u00a0with\u00a0$1.29 billion\u00a0globally and counting.\u00a0Much\u00a0of the fanfare has revolved around Imax, which has racked up $354 million\u00a0in revenue,\u00a0but Heckmann credits Nolan for making \u201cThe Odyssey\u201d a must-see on the big screen, no matter the format.\u00a0\u00a0<\/p>\n

\n\t\u201cMore filmmakers looking to do what Christopher Nolan does\u00a0will\u00a0keep cinemas around forever,\u201d says Heckmann.\u00a0<\/p>\n

Read more \u2018Insidious: Out of the Further\u2019 Review: Latest Entry in the Franchise Serves Up Genuinely Terrifying Setpieces Despite a Convoluted Final Act<\/a><\/p>\n

\n\tThanks to blockbusters of all shapes and sizes, including \u201cBackrooms,\u201d \u201cObsession,\u201d \u201cThe Devil Wears Prada 2\u201d and \u201cToy Story 5,\u201d this summer is the biggest since 2019, with revenues eclipsing $4 billion for just the second time since COVID. Anne Hathaway \u2014 the season\u2019s reigning queen, having starred in \u201cPrada,\u201d \u201cThe Odyssey,\u201d the sci-fi mystery \u201cThe End of Oak Street\u201d and indie musical \u201cMother Mary\u201d \u2014 says the box office resurgence is long overdue.<\/p>\n

\n\t\u201cI keep hearing people say the movies are back. For me, they never went away. I was just wondering where everybody was,\u201d Hathaway told Variety <\/em>on the \u201cOak Street\u201d red carpet. \u201cI\u2019ve met people who went to 3 a.m. screenings of \u2018The Odyssey\u2019 in Imax. It\u2019s overwhelming. It\u2019s a joy.\u201d<\/p>\n

\n\tCinema operators, having been walloped by the streaming boom, COVID and the strikes, are hoping the ongoing saga of the Paramount-Warner Bros. merger won\u2019t derail the industry\u2019s momentum. Exhibitors are worried about fewer movies getting made (that\u2019s what happened after Disney acquired 20th Century Fox in 2019), though Paramount Skydance CEO David Ellison promises to increase output between the two studios with at least 30 films a year.<\/p>\n

\n\t\u201cI hope this string of releases really reinforces the value of theatrical,\u201d Heckmann says. \u201cIf studios do it right, they can make a lot of money that can\u2019t even begin to equate to streaming.\u201d<\/p>\n

\n\tLooking ahead to fall, theater owners acknowledge there aren\u2019t any four-quadrant tentpoles on the calendar \u2014 but there is volume. Nearly every weekend through Halloween has at least two and as many as five new nationwide releases on schedule.<\/p>\n

\n\t\u201cThere are a lot of cool and original ideas for the fall, which is what everyone wants to see,\u201d says Chris Randleman, chief revenue officer of Texas-based chain Flix Brewhouse.<\/p>\n

\n\tHe\u2019s referring to offerings like Tom Cruise\u2019s comedy \u201cDigger,\u201d \u201cPractical Magic 2\u201d with Nicole Kidman and Sandra Bullock, a \u201cResident Evil\u201d reboot from \u201cWeapons\u201d director Zach Cregger and Colleen Hoover\u2019s \u201cVerity\u201d adaptation led by Hathaway and Dakota Johnson. There\u2019s also Brad Pitt\u2019s survival thriller \u201cHeart of the Beast,\u201d Blumhouse\u2019s campy horror movie \u201cOther Mommy\u201d starring Jessica Chastain, DC\u2019s offbeat comic book adaptation \u201cClayface\u201d and a new take on the \u201cStreet Fighter\u201d video game.<\/p>\n

\n\t\u201cThere sure are a great variety of films,\u201d notes Bagby.<\/p>\n

\n\tIf autumn looks hit or miss, exhibitors are bullish about a stacked holiday season. There\u2019s \u201cFocker-in-Law,\u201d with Ariana Grande joining Ben Stiller in the family high jinks, \u201cHunger Games\u201d prequel \u201cSunrise on the Reaping\u201d and Johnny Depp\u2019s \u201cScrooge\u201d origin story \u201cEbenezer.\u201d That\u2019s before the one-two punch of \u201cAvengers: Doomsday\u201d and \u201cDune: Part III,\u201d which, along with \u201cJumanji 3,\u201d should power a Christmas for the record books. With several tentpoles on the horizon, yearly domestic revenues could eclipse $10 billion for the first time since the pandemic.<\/p>\n

\n\t\u201cWe\u2019re not judging ourselves in terms of keeping up the summer momentum,\u201d Randleman says. \u201cWe\u2019re looking at whether we\u2019re better off than we were last year. Even if it\u2019s a low bar, we are definitely going to exceed last year.\u201d<\/p>\n

Read more \u2018The End of Times\u2019 Acquired by Split Screen Ahead of Venice Premiere (EXCLUSIVE)<\/a><\/p>\n

\nAngelique Jackson contributed to this report.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

After the biggest popcorn season since the pandemic, movie theater owners hope the good times carry through fall.<\/p>\n","protected":false},"author":1,"featured_media":5075,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[472,108],"class_list":["post-6212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-film","tag-spider-man-brand-new-day","tag-the-odyssey"],"yoast_head":"\n\u2018It Finally Feels Like We\u2019re Back in 2019\u2019: Movie Theater Owners Rejoice Over $4 Billion Summer. 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