Rebecca Rubin Film and Media ReporterThis summer, the movie theater business is essentially starting at square one.For nearly a century, the studio executives responsible for rolling out movies big and small had relied heavily on facts, figures and past precedent to calculate how a film might perform at the box office.
Those instincts helped fuel a $42.5 billion-a-year global industry — at least, in pre-pandemic times.All that went by the wayside with COVID-19, which portended a period filled with more movie delays than debuts and near-empty theaters.
As a result, the popularity of streaming services exploded and traditional studios were left with more questions than answers about the best way to reach audiences.
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