As 2024 begins to wind down, the exhibition industry is surging in a major way. Movie theatres around the world are packed with enthusiastic movie-goers, and the industry is showing yet again how culturally significant it is. Below, we’ve included some of the press coverage focused on how exhibitors are being creative and innovative in order to give consumers a great experience.
Are ‘Wicked’ and ‘Gladiator II’ the next ‘Barbenheimer’? How movie theaters are making ‘Glicked’ a can’t-miss event.
Calling this movie pairing “the perfect storm to bring everyone out,” Mike Bowers, president and CEO of Harkins Theatres, told Yahoo Entertainment that the chain has been “eventizing movies” since its founding in 1933 — and plans to continue with “Glicked.” “Whether it’s specialty cocktails or, of course, the famous popcorn vessels and lobby interactions and such for the guests,” he explained, “it’s beyond going to the movies and going home. They get an opportunity for an Instagram moment and something that’s shareable.”
‘Wicked’ Seeing $117M Opening, ‘Gladiator II’ Still Conquering $60M — Saturday AM Box Office Update
Exhibitors are upping the out-of-home experience. B&B Theatres has Roman guards tearing tickets and serving Strength & Honor cocktails in celebration of Gladiator II. Alamo Drafthouse Cinema is selling “Defying Gravi-Tea”, Witch’s Brew and throwing Emerald City soirees. Marcus Theatres has character appearances by Elphaba and Glinda, and pink and green ICEE’s.
‘Wicked’ and ‘Gladiator’ set the stage for gravity-defying box office weekend
Exhibitors are joining in on the fun too. Look Cinemas — a dine-in theater chain with locations in Downey, Glendale, Monrovia and Redlands — has curated a special “Wickedator” menu with themed food and beverage items ranging from Arena Nachos (“Gladiator”) to Emerald City Sours (“Wicked”). James Meredith, head of marketing and revenue at Look Cinemas, said the company has been preparing for this weekend for months, reserving premium screening rooms for both films, hosting advance screenings as early as Wednesday and expanding its showtimes and hours of operation to meet consumer demand reminiscent of the “Barbenheimer” craze.
“Our guests want to come in and escape for a while and have a big event or celebration around some of these popular movies,” Meredith said. “These types of movies … remind customers of how special the moviegoing experience is.”
