Jill Goldsmith Imax CEO Rich Gelfond said enticing patrons away from Friday and Saturday night s is critical for the successful reopening of the exhibition business.
It’s something he thinks will happen naturally in a COVID-19 environment with some help from marketing and promotion.Wall Streeters have been fretting that hard-hit theaters will have to leave money on the table by not having the capacity to handle a rush of moviegoers flocking to blockbuster films once circuits reopen with an increasingly packed release slate.
Gelfond noted that traditional cinemas usually operate at 20%-25% of total capacity, and Imax at 10%, with fans clustered on Friday and Saturday nights.
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