Labor Day weekend is historically one of the slowest weekends at the box office but organizers are hoping to buck that trend. The summer lull has been especially pronounced this year as some moviegoers have been slow to return to theaters following pandemic-induced closures. The relatively weak slate of films hasn’t helped matters, either.
Cinema Foundation president Jackie Brenneman said that after the summer’s return to cinemas, they wanted to do something to celebrate moviegoing. “We’re doing it by offering a ’thank you’ to the moviegoers that made this summer happen, and by offering an extra enticement for those who haven’t made it back yet.” The Cinema Foundation is a non-profit branch of NATO dedicated to promoting the cinema exhibition industry. Cineworld Group PLC, which owns the Regal chain, recently said it is considering filing for Chapter 11 bankruptcy protection in the US as it struggles with billions of dollars in debt. Blockbusters like Top Gun: Maverick and Jurassic Park: Dominion have helped put butts in seats but still, ticket sales were down nearly 20 percent compared to the summer of 2019 (before the pandemic) as of about a week ago. Potential moviegoers are encouraged to check their local listings for participating theaters and tickets. NATO has also set up a dedicated landing page to help visitors find movies and cinemas. Image credit: Alex Litvin, Simon Ray
