Consumer Behavior

It’s time for movie theaters to rethink the customer experience

Photo by istock.com

December 8, 2021

The COVID-19 pandemic has hit the movie theater industry hard, with nearly half of pre-pandemic theater goers not buying tickets at this point.

The trend, according to a Quorum study, means movie theater operators need to get busy quick to rethink the movie theater experience.

"The research clearly shows that theaters are suffering because the pandemic intensified, accelerated, amplified all of the nascent trends that were already underway," Linda Ong, a brand strategist, told the New York Times. "That is the definition of a perfect storm — not that various problems exist at the same time, but that they have an intensifying effect on each other."